Wavemaker launches van roadshow for launch of Pet Sematary

A spooky van wrapped in images from Paramount Pictures’ latest release, Pet Sematary, and filled with Stephen King books, is travelling on a road show around Australian universities.

The campaign, created by GroupM agency Wavemaker, is in partnership with Junkee Media and Ooh Media, kicking off with a promotion to send one Punkee reader to Dia De Los Muertos (Day of the Dead) in Mexico.

The Scare Van will be visiting university campuses in Sydney, Wollongong, Canberra and Melbourne

In addition, Punkee created a social-first video starring Australian comedian Cameron James on a guided tour of Maitland Gaol. Ooh Media amplified this content across university panels nationally, running in a loop alongside Pet Sematary branded spots.

Neil Ackland, Junkee’s CEO, said the collaboration made sense given Junkee’s audience of “entertainment lovers”.

“Our studio team worked closely with Paramount Pictures to create thumb-stopping video and written content for Punkee’s audience to promote the film release,” Ackland said.

“This content was then amplified to university students all around the country via Ooh Media’s Study Network to get the content in front of as many people as possible.”

Pet Sematary is in cinemas now

Wavemaker added that the campaign was designed to bridge the gap between the movie’s audience and those familiar with the Stephen King novel upon which it is based.

Inside the Scare Van, complete with a smoke machine and Stephen King books

Our goal was to reach a young audience who loves the horror genre but may not be as familiar with Stephen King’s work as older generations. So it was important to reach them in their natural habitat with engaging and stand-out content,” Aaron Hampson-Smith, director investment and activation at Wavemaker, said.

“We believe that’s exactly what we achieved thanks to all our media partners.”


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.