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ScreamFranchiseTikTokARGCritics

The ARG has received positive critics

Scream Franchise TikTok ARG is one of the promotional campaigns of Scream (2022). It started in December 2021, and ended in January 2022, before the release of the movie. It was developed by Paramount Pictures.

Premise[]

Nearly 3 months after the creation of Facebook group Woodsboro Horror Film Club by the marketing team, a number of followers from the group would received a postcard in mid December 2021, setting the start of the ARG.

Greetings from Woodsboro

The Woodsboro postcard

On the front of the postcard, the words "GREETINGS from WOODSBORO" were seen. Some pictures were shown within the word WOODSBORO, including the house Tara Carpenter and her mother lived, the panther logo on a Woodsboro High School flag, and the house where Stu Macher and his family used to live in. A silhouette of a knife holding Ghostface was also presented, replacing the counter of the letter "R". The upper part of the background was in blood red, and a bloody knife popping out from the letter "W" on the top left corner, with some bloody popcorn also poured nearby. The lower part of the background showed the car of Richie Kirsch on a road, where a green Woodsboro road sign with a QR code appeared on the bottom right corner. As for the back of the postcard, two new characters Sarah and Ash were introduced, and a hand written message was left by them:

Hi [name of recipient]!
 Thanks for supporting
Woodsboro Horror Film Club.
Can't want to see you next
time you're in town.

      Sarah + ASH

P.S. We got a new TikTok.
  Follow us at @TooBrAshSarah
  for the latest on all things
  Woodsboro, Horror, + Film!

The message indicated that Sarah and Ash were students of Woodsboro High School, and were also high ranking members in the Woodsboro Horror Film Club, as they expressed their appreciation to the recipient for supporting the film club. Moreover, they claimed a brand new TikTok channel named "TooBrAshSarah" has recently been created by them, and urging their supporters to follow them. Although not mentioned in the message, the QR code on the front of the postcard was actually linked to the channel, where people can watch their videos directly.

TikTok channel[]

Profile[]

TooBrAshSarahIcon

Sarah's picture was used as the icon of the channel

The channel name "TooBrAshSarah" was intentionally a reference to their names Ash and Sarah, it has also highlighted the first letters of each word, making it "TBAS", which was an anagram of the word "STAB", a subtle nod to the fictional slasher films series Stab. Although the channel has appeared to be created by both Sarah and Ash in the beginning of the ARG, it later suggested that Sarah was more involved and centered to the channel than Ash. For instance, Sarah used her own photo as the channel icon, most of the videos were filmed in her bedroom, she appeared in all of the videos, and she even called Ash as a "guest host" in the 4th video. In spite of that, the introduction shown on the top of the channel still listed Ash's name prominently on the first line, implying a co-ownership of the channel:

Sarah w/ BFF Ash
WHFC member 🎥
Get a 🎟️ to the party!

Videos[]

Throughout the ARG, a total of 31 videos were uploaded to the channel. The first video was uploaded on 8 December 2021, and the last one on 13 January 2022, a day before the release of Scream (2022) in the United States. The channel was active for 36 days, a little over a month.

Introducing Me! Hi, I'm Sarah.
Video Number: 1
Uploaded Date: 8 December 2021
Featured Characters: Sarah
Length: 00:15
Hashtags: #introducingme #fyp #ad #screammovie #paramount
Summary:
File:ScreamFranchiseTikTokARGVideo1.png


Fresh Start, lets talk horror movies!
Video Number: 2
Uploaded Date: 9 December 2021
Featured Characters: Sarah
Length: 00:57
Hashtags: #film #movies #horror #tabletop #ad #freshstart #screammovie #paramount
Summary:
File:ScreamFranchiseTikTokARGVideo2.png


Try it with your best friend and tag us!
Video Number: 3
Uploaded Date: 9 December 2021
Featured Characters: Sarah, Ash
Length: 00:41
Hashtags: #bestfriend #horror #film #movies #screammovie #ad #paramount
Summary:
File:ScreamFranchiseTikTokARGVideo3.png


What's in your top 5?
Video Number: 4
Uploaded Date: 10 December 2021
Featured Characters: Sarah, Ash
Length: 01:51
Hashtags: #top5 #film #movies #filmtok #horror #movietok #screammovie #ad #paramount
Summary:
File:ScreamFranchiseTikTokARGVideo4.png


😱😱😱
Video Number: 5
Uploaded Date: 12 December 2021
Featured Characters: Sarah
Length: 00:10
Hashtags: #WellBeing #screammovie #ad #paramount
Summary:
File:ScreamFranchiseTikTokARGVideo5.png


Reply to @spencerblakebarrett Update!
Video Number: 6
Uploaded Date: 14 December 2021
Featured Characters: Sarah, Ash
Length: 01:10
Hashtags: #savewoodsboro #ghostface #screammovie #ad #paramount
Summary:
File:ScreamFranchiseTikTokARGVideo6.png


Details revealed!
Video Number: 7
Uploaded Date: 15 December 2021
Featured Characters: Sarah, Ash
Length: 01:27
Hashtags: #savewoodsboro #screammovie #ad #paramount
Summary:
File:ScreamFranchiseTikTokARGVideo7.png


Reply to @iactuallyhateyogurt New developments!
Video Number: 8
Uploaded Date: 17 December 2021
Featured Characters: Sarah, Ash
Length: 00:22
Hashtags: #savewoodsboro #screammovie #ad #paramount
Summary:
File:ScreamFranchiseTikTokARGVideo8.png


New Books!
Video Number: 9
Uploaded Date: 18 December 2021
Featured Characters: Sarah
Length: 00:38
Hashtags: #WinterBreak #savewoodsboro #booktok #screammovie #ad #paramount
Summary:
File:ScreamFranchiseTikTokARGVideo9.png


25th Anniversary
Video Number: 10
Uploaded Date: 21 December 2021
Featured Characters: Sarah
Length: 00:41
Hashtags: #savewoodsboro #screammovie #ad #paramount
Summary:
File:ScreamFranchiseTikTokARGVideo10.png


Email us! stopthestab@gmail.com
Video Number: 11
Uploaded Date: 22 December 2021
Featured Characters: Sarah, Ash
Length: 00:18
Hashtags: #savewoodsboro #screammovie #ad #paramount
Summary:
File:ScreamFranchiseTikTokARGVideo11.png


We got our first submission! 🚫 🔪
Video Number: 12
Uploaded Date: 23 December 2021
Featured Characters: Sarah, Ash, Guy Throwing Cup
Length: 00:39
Hashtags: #WinterSolstice #savewoodsboro #screammovie #ad #paramount
Summary:
File:ScreamFranchiseTikTokARGVideo12.png


Sus? 🤔
Video Number: 13
Uploaded Date: 24 December 2021
Featured Characters: Sarah, Ash, Wes Hicks
Length: 00:30
Hashtags: #savewoodsboro #screammovie #ad #paramount
Summary:
File:ScreamFranchiseTikTokARGVideo13.png


Ghostface spotted! 😱
Video Number: 14
Uploaded Date: 25 December 2021
Featured Characters: Sarah, Ash
Length: 00:24
Hashtags: #savewoodsboro #ghostface #screammovie #ad #paramount
Summary:
File:ScreamFranchiseTikTokARGVideo14.png


More evidence, spot any clues? 🧐
Video Number: 15
Uploaded Date: 27 December 2021
Featured Characters: Sarah
Length: 00:46
Hashtags: #savewoodsboro #screammovie #ad #paramount
Summary:
File:ScreamFranchiseTikTokARGVideo15.png


Just a little speculation!
Video Number: 16
Uploaded Date: 29 December 2021
Featured Characters: Sarah, Ash
Length: 00:29
Hashtags: #savewoodsboro #screammovie #ad #paramount
Summary:
File:ScreamFranchiseTikTokARGVideo16.png


U OK Sam? 🧐
Video Number: 17
Uploaded Date: 29 December 2021
Featured Characters: Sarah, Samantha Carpenter
Length: 00:17
Hashtags: #SelfCareTips #savewoodsboro #screammovie #ad #paramount
Summary:
File:ScreamFranchiseTikTokARGVideo17.png


Extra! Extra! Woodsboro Horror Film Club Hoodies!
Video Number: 18
Uploaded Date: 31 December 2021
Featured Characters: Sarah, Ash
Length: 00:13
Hashtags: #FitCheck #savewoodsboro #screammovie #ad #paramount #woodsborohorrorfilmclub
Summary:
File:ScreamFranchiseTikTokARGVideo18.png


Oops! 😬
Video Number: 19
Uploaded Date: 1 January 2022
Featured Characters: Sarah, Ash, Guy Throwing Cup
Length: 00:10
Hashtags: #savewoodsboro #screammovie #ad #paramount
Summary:
File:ScreamFranchiseTikTokARGVideo19.png


I think we've almost got it... or do we?
Video Number: 20
Uploaded Date: 2 January 2022
Featured Characters: Sarah
Length: 01:01
Hashtags: #savewoodsboro #screammovie #ad #paramount
Summary:
File:ScreamFranchiseTikTokARGVideo20.png

Trivia[]

  • No official name was ever given for the ARG. It is mostly called Scream's TikTok ARG or Woodsboro Horror Film Club ARG among online articles. The name Scream Franchise TikTok ARG, on the other hand, was listed as the name of the campaign on the resume of actress Renee Le Tourneau, who portrayed the lead character Sarah.
  • Although the TikTok channel "TooBrAshSarah" has gained public knowledge after promotional postcards were distributed to followers of the "Woodsboro Horror Film Club" Facebook group in mid December 2021, the first few videos have already been uploaded to the channel in early December, suggesting the ARG has started before any audience was aware of its existence.
  • Dylan Minnette made a cameo appearance in the 13th video as Wes Hicks. Coincidentally, Minnette was well known as playing the male protagonist of TV series 13 Reasons Why.
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