SCOOB! Social AR Campaign Engaged & Connected Audiences
AR Effects & Lenses Spanned Snapchat, Facebook and Instagram
With the world engaged in social distancing, Warner Bros.’ Social Augmented Reality campaign for Scoob! helped audiences connect with others across distances while engaging new fans with the characters.
As the first major motion picture release in almost a generation for the Scooby Doo franchise, WB was eager to maximize buzz for the film. To generate awareness, engagement and promote word of mouth, Pretty Big Monster created a series of social AR lenses across Snapchat, Facebook, and Instagram, all of which were promoted on scoobselfie.com.
When the movie’s release shifted from theaters to an on-demand release ‘home premiere” due to the pandemic, the use of Social AR was perfect for connecting at-home audiences and getting the word out.
My daughter sent me a video of her and Scoob together and it made me laugh so much. It got me excited to see the new movie with her. I’ve always loved Scooby-Doo. - Michele VanderPloeg, Financial Advisor
Deployed to dozens of countries, the experiences were kept fresh for fans by reflecting conversation moments including holidays, comic-cons and major events. As the premiere grew near, new music by Charlie Puth was added to the lenses to help promote interest in the soundtrack and singles.
At a time when video conferences are peaking, a key sponsorship was secured within Snap Camera adding incremental reach and frequency the week of the film’s premiere.
And if that weren’t enough, a photo booth app was deployed globally which allowed folks to pose with Scoob at events and high foot traffic locations.
“The rollout of SCOOB! branded lenses was a great addition to the promotion of the film. It gave the marketing team the ability to leverage this AR technology timed to big moments in the campaign and allow fans and talent alike to interact with the IP.” — Matt Tolchin, former Warner Bros. Marketer
The results were outstanding having generated millions of impressions worldwide, tens of thousands of shares, and countless hours of engagement. The overall campaign was validated as the film instantly became the #1 video across all streaming services.
“What’s impressive here is how quickly it happened. Amazon Prime showed it at #1 by late morning. By comparison, “Trolls: World Tour” debuted in first place on its second day.” — IndieWire
Social AR campaigns don’t have to be as extensive as the Scoob! campaign to be successful. They just have to authentic to the brand and provide audiences a canvas to express themselves.
If you’re interested in Social AR for your marketing mix, we would love to talk to you about it.
Don’t hesitate to get in touch at hello@prettybigmonster.com.
