Fans in the UK and around the globe were able to snatch up a limited edition “Strawberry and Scream” cereal (featuring a screaming box) offered by the British retailer Cereal Killer Café. Soft drink brand Fanta had “Halloween in January” across Latin America, including 2 million limited edition Ghostface cans and a first takeover at convenience stores OXXO, reaching over 26M shoppers in Mexico alone. On Reddit, fans got to speculate with Scream character “whodunnit” in the first partner-supported predictions tournament, and on TikTok, Paramount launched a First-of-its-Kind Text-To-Speech functionality in the voice of Ghostface. A first-to-market Twitter Light/Dark Mode branded like emoji gave users different experiences each time they pressed the “heart” button in either mode. Spotify held the “Streamed To Death” program which allowed users to receive a sinister message from Ghostface about their most streamed songs from 2021, while delivering a sharable custom playlist. Visible, part of the Verizon Wireless family, was also a partner on the film, as well as Urban Outfitters which hosted…Screamings. “The Stay” sold out in 60 seconds, and the online experience sold out in 90 seconds.

Some of the intriguing components of Paramount’s marketing campaign for the fifthquel included a partnership with Airbnb, where fans were given the opportunity to stay in the original Scream house, hosted by David Arquette’s Sheriff Dewey Riley, and an online experience hosted by Williamson.

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