Paramount Pictures: Sonic the Hedgehog 3 - Social Media Campaign

Shortlist Award

Sonic the Hedgehog 3 - Social Media Campaign

Paramount Pictures

United States

2025

Talent Content...

Randy's Donut Partnership...

Ring Social Collab...

Chao Garden Easter Egg YouTube Video...

Shadow in Cryo-pod - YouTube Livestream...

Shadow Memes...

Entrant Company

Paramount Pictures

Program

Clio Entertainment 2025

Industry Type

Home Entertainment

Medium

Digital, Mobile & Social Media

Category

Social Media

Subcategory

Mixed Campaign

When Sonic the Hedgehog 3 sped past $1B at the global box office and prepared for its home entertainment debut, our objective was clear: make it the family movie night of the season while sustaining the theatrical momentum. To do so, we transformed an already massive cultural moment into an interactive, fan-first campaign. Social teased the long-awaited showdown between Sonic and Shadow (voiced by Keanu Reeves), while talent-driven games, holiday hijinks, and creator collabs fueled ongoing buzz. Strategic partnerships with brands like Randy’s Donuts and Ring extended reach beyond our own channels, while deleted scenes, Easter egg hunts, and 90s-inspired nostalgia content drove millions of organic views and high engagement. From playful livestreams to surprise fan mailers, every piece of content captured Sonic’s high-energy spirit and celebrated his cross-generational appeal turning a blockbuster release into a sustained cultural event in homes everywhere.

All 2025 Winners

Executions

Talent Content

Use of Influencer & Talent

Randy's Donut Partnership

‌Other

Ring Social Collab

Short-Form Social Media Video

Chao Garden Easter Egg YouTube Video

Viral Post

Shadow in Cryo-pod - YouTube Livestream

Long-Form Social Media Video