The Bad Guys (film)
Marketing
Marketing
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The film's marketing campaign began on December 14, 2021, with the release of the first trailer, one first\-look photo, and a cast table read. The first trailer was also shown during theater screenings of *[Sing 2](/wiki/Sing_2 "Sing 2")*. A second trailer, released on February 23, 2022, accumulated nearly a quarter of a billion views by the time of the film's release. Social media analytic RelishMix said the film had a social media reach of 220 million before its debut, which was significantly lower than *[Sonic the Hedgehog 2](/wiki/Sonic_the_Hedgehog_2_%28film%29 "Sonic the Hedgehog 2 (film)")*s reach of 445 million, though they noted the high subscriber rate of the child\-friendly DreamWorks YouTube channel. A [television spot](/wiki/Television_spot "Television spot") aired during the [Super Bowl](/wiki/Super_Bowl "Super Bowl") pre\-game garnered 8\.5 million views when it was released on YouTube. Overall, fourteen promotional YouTube videos attracted 110\.1 million views. *The Bad Guys* also had a tie\-in with the 2022 [March Madness](/wiki/March_Madness "March Madness") tournament, featuring a virtual bracket for the film's characters and commercials during pre and post\-game coverage on [TNT](/wiki/TNT_%28American_TV_network%29 "TNT (American TV network)") and [TBS](/wiki/TBS_%28American_TV_channel%29 "TBS (American TV channel)"). A Snapchat AR lens of Mr. Wolf and a TikTok trend set to [Billie Eilish](/wiki/Billie_Eilish "Billie Eilish")'s "[Bad Guy](/wiki/Bad_Guy_%28Billie_Eilish_song%29 "Bad Guy (Billie Eilish song)")" were used to promote the film. *[Deadline Hollywood](/wiki/Deadline_Hollywood "Deadline Hollywood")* said Universal took advantage of April Fool's Day (April 1\), the day tickets went on sale, with the release of another Snapchat AR lens that went viral after it was used by popular influencers such as [MrBeast](/wiki/MrBeast "MrBeast") and Michael Le, gaining 21\.5 million views and over 1\.8 million likes on TikTok.


How many promotional YouTube videos were released for The Bad Guys?