Tommy Boy 30th Anniversary - Influencer Marketing

To celebrate the 30th anniversary of the cult comedy classic Tommy Boy and promote its release on 4K UHD Steelbook, Paramount Home Entertainment partnered with MKM to roll out a two-part influencer campaign—combining nostalgic gifting with an exclusive screening event designed to engage fans and creators alike.

Twenty influencers received a custom mailer packed with nods to the most iconic moments of the film. Designed to be both collectible and content-friendly, each box included:

• A Callahan Auto Parts T-shirt and branded pen

• A “Holy Schnikes!” bumper sticker

• A clip-on necktie

• A deer-shaped air freshener

• The new 30th Anniversary Steelbook edition of Tommy Boy

The mailers encouraged nostalgic unboxings and playful throwbacks, with creators tapping into beloved scenes and quotes to share their love for the film.
Mailing Campaign Reach: 7.2M

To further celebrate the milestone, influencers were invited to attend a special Tommy Boy screening event, which featured a Q&A with Director Peter Segal. The event offered an intimate, VIP experience with behind-the-scenes stories and tributes to Chris Farley and David Spade’s legacy.
Event Coverage Reach: 1.6M

By blending heartwarming nostalgia with creator-driven celebration, Tommy Boy’s 30th Anniversary campaign honored the film’s legacy while introducing it to a new generation of fans—through humor, heart, and Holy Schnikes-worthy content.

CLIENT: PARAMOUNT PICTURES