To truly convey the dark humor and esoteric nature of the film, we leaned heavily into trending meme styles and TikTok-friendly edits, launching “Cokey” into the cultural zeitgeist. We had a lot of fun creating eventized content around key campaign beats, like the Super Bowl (with a too easy play on “white lines”), and serialized bite-sized content like our illustrated Bear Encounter Survival Guide. In addition to activating on trends and creating dozens of nearly real-time TikTok edits, we also developed creatives for paid media placement on TikTok and Snapchat, clawing through the traditional advertising users are accustomed to. Capturing the tone of the film while creating all this unique content for the socials channels helped lead it to the best R-rated opening weekend of the year at the time, Cocaine Bear roared to 9.2M engagements and 22.8M impressions across Instagram, Twitter, Facebook, and TikTok.