I'm pretty sure barbenheimer was astroturfed to shit as well. The memes and content people were making didn't feel anywhere near as natural as the Doom x Animal Crossing stuff did. That trend felt legitimately homemade whereas anything similar that's come after it has felt incredibly forced.
I mean yay for counter-programming and turning into an event or smth but i doubt that many people of the Paw Patrol target audience could go watch Saw.