Paramount - Smile
Paramount’s “Smile” movie campaign, dubbed “Smile-vertising,” creatively utilized actors in creepy smiles at MLB games to generate buzz and intrigue around the film. The unusual approach aimed to capture attention and create a viral moment that would resonate with audiences.
An interesting take on this campaign is its unique blend of horror and humor. By leveraging an eerie visual that contrasts with the fun atmosphere of a baseball game, it effectively piqued interest and created a memorable association between the film and the unusual smiles.
Core Theme of the Campaign -
The campaign’s highlight is its bold and unconventional tactic of having actors maintain unsettling smiles in public spaces, particularly at sporting events. This unexpected presence caught the eyes of spectators and media alike, driving curiosity about the film.
The target audience primarily includes horror movie enthusiasts and general moviegoers looking for a thrilling experience. The campaign also aims to attract younger demographics who are active on social media and likely to share viral content.
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About the
Campaign -
• Creative Concept: The campaign's central idea of “Smile-vertising” revolves around unsettling smiles to intrigue and engage viewers.
• Public Engagement: Actors holding creepy smiles at MLB games created a buzz, drawing in both attendees and viewers at home.
• Viral Potential: The unusual approach helped generate significant social media chatter, enhancing the film’s visibility.
• Contrast with Setting: The juxtaposition of creepy smiles in a lively sports environment made the campaign stand out.
• Media Coverage: The unique visual garnered media attention, amplifying the campaign’s reach beyond the initial audience.
• Memorable Branding: The striking imagery of smiles became synonymous with the film, aiding brand recall.
• Humor Meets Horror: The campaign cleverly combined elements of horror with a playful twist, appealing to a broad audience.
• Social Media Integration: The campaign encouraged sharing and interaction, making it a modern take on promotional strategies.
