Sony Pictures
— Bullet Train
Creating a TikTok account for Sony's biggest summer blockbuster.
Overview
The filmmakers behind Sony’s Bullet Train asked us to activate their film on TikTok. So we put one of the film’s side characters, a nameless mascot, front and center. We took this side character from the film and developed them into a full TikTok personality from scratch, serving as the spokesperson for the film on the Gen-Z-dominated social platform.
Results
✲ Within three days of boosting, the follower count for @MomomonOfficial grew from 1k to 14k followers.
✲ 75k Followers to Date
✲ 12% Engagement Rate to Date
✲ 73k Average Views
✲ Top Performing Channel Post
The challenge was to create a character from scratch that aligned with the creative vision for the film.
Inspired by the film’s dark humor, we crafted Momomon as a clout-chasing narcissist using the movie release to become more famous. We ideated dozens of scenarios that could have occurred in the world of the film and then figured out how Momomon would authentically post them to TikTok.
We developed content made specifically for TikTok, using native trends like ASMR, reaction videos, and text-to-speech that the platform’s algorithm would favor. We also tapped into current cultural trends that Gen-Z loves - like tarot card reading.
Three weeks after the launch, the filmmakers reached out, expressing their love for the TikTok account we created, and extended the campaign to build off our initial success.
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