Cruel Summer Integrated Campaign

Twisty drama “Cruel Summer” is executive produced by Jessica Biel and the Freeform team leverages the Hollywood heavyweight’s massive list of 9.8 million social media followers to build anticipation for the news series set in the 1990s. The network treated Biel’s fans to a first-look post that teased the mystery behind a popular teenager who goes missing. On premiere day, social was flooded with ’90s giveaways from Dippin’ Dots, Steve Madden and Amoeba Music along with an Instagram sweepstakes and a roller-skating event. Freeform also hosted a COVID-safe “vertical screening event,” taking over 80 hotel rooms with balcony views of a giant screen.

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