Twitter Debuts Branded 'Like' As Part Of 'Scream' Movie Activation

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Horror movie ‘requel’ Scream got a temporary custom reaction on Twitter last week, paving the way for new promotional opportunities.

Twitter debuted a new custom response activation in support of the release of the 2022 “Scream” movie released in cinemas last week.

To activate the new Scream animation, users needed to follow the @ScreamMovies Twitter account. From there, each time users reacted with a “Like” on Tweets containing the #ScreamMovie hashtag, they triggered an expanded set of reactions.

https://twitter.com/ScreamMovies/status/1480811969439354880

The novelty represents a first-of-its-kind ad-hoc personalization of the reaction panel on Twitter, boosting engagement around posts promoting the new film.

Set to be a trendsetting new pop culture sensation, the franchise promotion is digging deep into social media trends to build hype and engage a broad range of younger and older viewers.

@ScreamMovies got a temporary custom reaction on Twitter last week, paving the way for new promotional opportunities.

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Its team dropped several social media activations recently, including custom AR filters on Snapchat, Facebook, and Instagram, in addition to custom “hashflag” characters linked to the #12ScreamsForTheHolidays and #ScreamMovie hashtags – and a dedicated Q&A experience on Messenger, via Movie Mate.

Unlock the new #ScreamMovie AR lens and I'll pay you a visit.
IG: https://t.co/TASSVZ0bgV
Snap: https://t.co/qlsNbGHdeF
FB: https://t.co/6aNUcOk9Mh
Tag @ScreamMovies and share your videos using #GhostfaceIsWatching so I can see your creations.#12ScreamsForTheHolidays pic.twitter.com/p3dARnAGYH
— Scream (@ScreamMovies) December 24, 2021

The new Scream movie is neither a reboot nor a sequel to the 1996 slasher thriller it shares its title with. It is instead a “requel,” meaning a “franchise extension that’s poised, on a kitchen knife blade, between the past and the present, between something jumpy and new and a respect for the legacy characters that gave the original its soul,” as Variety puts it, in its review of the movie.