Social Media Was Key to ATK PLN's 'Scoob' Campaign

The Daily Brief Podcast | Promax

When five years of preparation and planning went out the window when the pandemic hit, Los Angeles, Dallas and Montreal-based creative studio ATK PLN didn’t panic, they pivoted.

With their movie, Scoob!, produced by sister company Reel FX Animation Studios for Warner Bros., now moving to premium video on demand (PVOD) instead of theatrical release, the studio had to think fast to devise new ways of getting the word out.

Social media had always been a big part of the plan, and those assets rolled out as intended. A TikTok video featuring an animated Scooby Doo quickly exploded, reaching as many as 5 billion views, and the studio also created a Mystery Machine Instagram filter as well as trailers, music videos and posters.

In this episode, ATK PLN’s Executive Creative Director Jose Sebastian Gomez and Managing Director David Bates discuss what it takes to create a massive content strategy and see it through to the end even if you encounter a global pandemic along the way.