Challenging audiences to find and decode puzzles in Evil’s Season 3 with an in-world sigil map Instagram account
DMM was thrilled to be part of Paramount+’s campaign for Season 3 of Evil. Our team was tasked with creating a hub on Instagram to serve as the home for all things Sigils –- an in-world set of powerful symbols that are featured within the show that give clues and tease fans about what’s to come.
Our goal was to activate, guide, and inspire curiosity within Evil’s fan base for the duration of the show’s third season. Each episode had a special message planted somewhere within a scene, and our job was to help fans find it and decipher its meaning through our dedicated Instagram account.
As we maintained a cohesive grid on our feed throughout the entire season, we helped fans find the sigils by designing a triptych for each episode, always incorporating the timecode and exact clip featuring the sigils. These triptychs were also where we focused much of our daily community management, allowing us to playfully engage with fans, help them decode, and tease future episodes. We also interacted daily with the main Evil account and talent posts, always leaving a playful comment that would entice users to come to our page and join in on the fun.
Our team also created an interactive AR filter for TikTok and Instagram, debuting on the Paramount+ social accounts during Comic-Con, in celebration of Evil’s panel that weekend.
Christine Lahti of Evil using the AR Filter
Going into Evil’s third season, fans were eager to unravel more of the mysteries and puzzles within the show. We created a home base for all things sigils on Instagram, and through carefully-designed creatives and a robust community management strategy, we were able to bring together a community of Evil’s most engaged superfans, encouraging users to share their findings, compare notes, and speculate about all the evil lurking out there. Additionally, our Evil AR filter became Paramount+’s most popular TikTok filter, with over 344k user videos to date.
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