From spooking NYC streets to haunting Major League Baseball fans, Smile 2’s marketing proves fear sells like crazy!
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Horror movies? Sure, they’re scary. But Smile 2 took fear straight to the streets and stadiums!
Picture this: neon-clad, dead-eyed smilers silently standing in Times Square and creeping behind home plate during a Major League Baseball playoff game. Social media lost its mind, with reactions ranging from “terrifyingly genius” to “I’m never sleeping again.”
This campaign wasn’t just a marketing stunt—it was a cultural moment, blending shock, intrigue, and pure spine-chilling vibes.
Photo: MLBONFOX/X
Let us dig deep and break the entire strategy down!
The Approach:
1. NYC Scare Squad: Smilers stationed at iconic spots like Central Park, giving commuters nightmares for free.
La gente espeluznante y sonriente está de vuelta y han sido vistas en Nueva York para 'SMILE 2'. #Smile2 pic.twitter.com/aDBzS4dpfU
— FanSide (@FanSideMx) October 12, 2024
2. Playoff Haunt: Two actors, all smiles (literally), sat behind home plate during an LA Dodgers playoff game. Bonus? A foul ball didn’t even make one flinch. Creepy dedication, right?
Photo: MLBONFOX/X
3. Social Media Madness: TikTok, X (formerly Twitter), and ESPN lapped it up, with thousands of shares and memes making rounds.
That's fine, I wasn't planning to sleep tonight anyway. pic.twitter.com/XTj7YpKwVq
— FOX Sports: MLB (@MLBONFOX) October 14, 2024
4. Consistency Pays: This stunt built on the success of the first Smile movie’s viral campaign, proving once again that creepy sells.
Key Metrics
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Social Media Mentions: 100,000+ across platforms within 48 hours.
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Engagement Spike: 60% surge in trailer views.
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Fan Buzz: #1 trending topic on X for two days.
Lessons Learned (screenshot this)
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Go Where the Eyeballs Are: Major League Baseball playoff? Genius. It’s live, it’s high-energy, and it’s prime meme material.
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Shock = Shareability: The unsettling vibe made this stunt impossible to ignore. Creepy, but effective.
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Consistency is Key: Replicating successful ideas (with a twist) makes campaigns instantly recognizable.
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Merge Online & Offline: Viral stunts don’t just happen. Pair real-world execution with digital amplification for maximum impact.
Growthzo’s Tip: Don’t just make noise—create moments that make people stop, stare, and share. The more unexpected and engaging, the more likely your stunt will spark buzz. Keep it bold, memorable, and shareable! And hey, who says marketing can’t be spooky-good fun?
Actionable Playbook: Guerrilla Marketing That Packs a Punch
Want to leave a lasting impression without breaking the bank? Guerrilla marketing is your secret weapon. Here’s how to execute an unforgettable stunt:
1. Leverage Public Spaces:
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What to do: Find busy, high-traffic areas where your target audience hangs out (think subway stations, parks, or city streets).
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Why it works: Guerrilla marketing thrives on unexpectedness. By inserting your brand into everyday environments, you create an experience that’s both surprising and memorable.
2. Create Interactive, Shareable Moments:
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What to do: Make your stunt something people can interact with or photograph—whether it’s a cool visual installation, a flash mob, or a quirky product demo.
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Why it works: The more shareable, the better. Guerrilla marketing becomes even more powerful when your audience shares their experience on social media. Think #Smile2Smiles moments that go viral.
3. Tie It to a Relevant Cause or Event:
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What to do: Align your stunt with a larger event or cultural moment. Whether it’s a holiday, a big sporting event, or a social cause, make sure your stunt feels timely and relevant.
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Why it works: Guerrilla marketing is most effective when it taps into current trends, making your brand feel part of the conversation.
Quick Checklist:
☐ Identify a high-traffic location or event for your stunt.
☐ Create an interactive experience that encourages sharing.
☐ Align your campaign with a current event or trend for relevance.
Quick Dig On Recent Scoops
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