Paramount Pictures had one mission for Sonic the Hedgehog 3: go bigger, go faster, and dominate the conversation on TikTok. But there was a major speed bump—@SonicMovie didn’t exist on the platform. So how could we engage existing and new fans with an account starting at ground zero? With Sonic 1 & 2’s massive success, the goal was clear: build a high-speed, high-impact TikTok presence from scratch that could fuel fandom engagement, amplify anticipation for Sonic 3, and drive the film to box office success.
With Sonic the Hedgehog 3 being the third film in the franchise, our challenge was differentiation. How could we stand out from past campaigns and create content that felt fresh, despite only having access to trailer footage and TV spots? The strategy: meet fans where they already were, tap into the passion of the Sonic fandom, and use TikTok-native content to expand Sonic’s universe beyond the screen.
Launching @SonicMovie wasn’t just about opening an account—it was about creating a must-follow destination for fans and building hype. Before @SonicMovie even went live, the Sonic fandom was already swarming Paramount’s TikTok comments, demanding updates on the film. We harnessed that organic anticipation and debuted with a viral moment—leveraging a nostalgic Sonic 1 clip to confirm Keanu Reeves’ casting as Shadow. The fandom exploded.
From there, we dropped the official Sonic 3 trailer, instantly generating 25.7M+ combined views on TikTok. But instead of stopping at traditional marketing beats, we capitalized on fan-driven momentum. Odetari’s song “Keep Up” had already become the unofficial Sonic edit anthem, so we leaned in—creating our own high-energy, hyper-stylized fan edits, which received instant validation from the community. Fans saw that we got it, which solidified trust and fueled engagement.
With the hype train at full speed, we focused on deepening engagement. This meant:
Every piece of content was designed to feel like an extension of the Sonic universe, not just a marketing campaign. This authenticity turned passive viewers into active participants—pushing Sonic 3 to new heights.
@SonicMovie didn’t just launch—it took off at supersonic speed. In just four months, we transformed it into the most-followed Sonic account across all platforms, doubling the follower count of any other franchise handle despite it being created for the third film.
By the numbers:
More importantly, our social impact translated to box office success with Sonic 3 becoming:
🎬 #1 movie opening weekend
💰 Highest-grossing Sonic movie yet
🎮 2nd highest-grossing video game movie of all time
From zero rings to a record-breaking social campaign, @SonicMovie didn’t just speed past expectations—it proved that when it comes to TikTok, Sonic runs the game.
