Smoke fills the screen as Skye Riley strides through a room of white-silhouetted figures. This dramatic scene, shared on the TikTok page “Skye Riley Nation,” looks like something straight out of a pop star’s profile. However, unlike Taylor Swift or Tate McRae, Skye Riley isn’t real. She’s the fictional protagonist of Paramount’s horror sequel Smile 2, portrayed by Naomi Scott.
Paramount’s clever use of Riley’s TikTok account exemplifies how modern marketing can blur the lines between fiction and reality. The account has captivated audiences, drawing in those unaware she isn’t a real pop star while simultaneously engaging fans of the franchise who are in on the secret. With links to Riley’s “music album” and other Paramount products, the campaign amplifies engagement and boosts interest in the movie.
Industry experts credit the success to its authentic execution. The videos mimic organic content, making them more likely to appear on users’ feeds and spark curiosity. Many users, as seen in the comment sections, initially believed Riley was a real person.
This approach mirrors the innovative tactics Paramount used to promote the original Smile in 2022, where actors donned eerie grins at MLB and NFL games, resulting in viral success. Similarly, other horror franchises, like The Blair Witch Project and Longlegs, have leveraged realism in their marketing strategies, making audiences question the boundaries between fact and fiction.
The results speak volumes. While the first Smile grossed $216 million worldwide against a modest $17 million budget, Smile 2 has already generated $130 million on a $28 million budget. These campaigns prove that creating relatable, humanized characters—even fictional ones—can foster stronger connections with audiences and drive engagement.
This phenomenon isn’t exclusive to horror films. Amazon Prime’s The Boys frequently posts as its fictional corporation, Vought International, tying fictional narratives to real-world events. Deadpool has crossed into advertising for Ryan Reynolds’s Aviation Gin, further merging fiction with reality.
The strategy makes characters and brands more relatable and memorable, ensuring they stand out in a crowded media landscape. Experts believe that this approach strengthens connections with audiences and elevates the storytelling power of both characters and the franchises they belong to.
As fans eagerly await the third installment of Smile, Skye Riley’s TikTok presence serves as a reminder of how fictional characters can thrive in our reality, keeping audiences invested long after the credits roll.
Source: Swifteradio.com
