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SCREAM QUEENS
“Ice Cream for Scream Queens” at SDCC

CHALLENGE

To amplify social media for the launch of Scream Queens at ComicCon through multiple touch points without incurring high venue/location fees.

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SOLUTION

We created the “Ice Cream for Scream Queens” promotion that included hand-built ice cream carts and custom designed sorority and fraternity costumes for staff.
CR negotiated a deal directly with Comic-Con to get 10 premium locations facing the convention center and around Comic-Con for our staff to distribute our Scream Queens ice cream from carts.
CR created a custom Scream Queens animated gif to engage consumers in taking a ‘blelfie’ (bloody selfie)

RESULTS

  • 49,725 Scream Queens bloody ice cream sundae cups were handed out to attendees.
  • 44,175 unique social posts with the Scream Queens animated gif & hashtag with over 110MM impressions
  • We extended awareness by negotiating a deal with Comic-Con to promote the carts on their homepage in addition to working with Fox PR to schedule cast appearances and special press visits.