how to do halloween



Agency friend Casey IM'd me yesterday with details about the most awesomely engaging marketing campaign that you've ever seen.

He's done such an excellent job describing the campaign, that I've just pasted our entire IM conversation for you to enjoy (it's long, but worthy of every word):

Casey:
so this is their annual halloween event, this is like the 18th year i think. their site has usually been a flash game sort of thingie.
this year it was a doctor's office where you could read a case book, with a new case being added every week since july
ultimately each case was one of the haunted house themes, based around a fear
each case featured photos, an audio recording of the doctor, case notes and other goodies and the date aug 27, 1958 all over the place on aug 27 a matchbook appeared on the doctor's desk that said "kitty kat club, 7 pm"
kitty kat club is an actual place at universal, so some die hard fans went down there and found 2 things:

1) was the office of private detective who was sending e-mails out (if you signed up for the list) with a for rent sign and a phone number on it
2) was a group of paranormal ghost hunter actors handing out fliers in front of the club

the phone number was the detective's answering machine, but the phone is picked up by the doctor who then proceeds to say really really creepy stuff over top of music box music

the paranormal group told people they'd be entering the old doctor's office, which has been closed for 50 years, at around 8 pm
on the nose a cell phone appears on the doctor's desk on the site, which has a phone message from the group saying they hvae located the office, are preparing to enter and expect to send another transmission in an hour
and again, like clockwork two more messages on the phone including a photo of the haunted house's fascade (which somehow hasn't leaked even though all the other house fascades have) and another which is some information about them going in the office at 11 to record video
mind you there is probably a VERY small group of people who would care to follow this, but we were following it intently
at 11 there is video of people entering a building, very dark and staticy, with a group of voices. they are attacked by something and that's the end of that.
at midnight they replace the entire site with another incredible flash site introducing the mascot, the television commercial and final information on the event

Darryl Ohrt:
HOLY CRAP. That's amazing.

Casey:
And they were texting people the whole time too, if you provided a cell number

Darryl Ohrt:
do you have link to the site?

Casey:
Halloweenhorrornights
If you check out the clock in the upper right hand corner you can see the other site, the doctor's office

(image featured above)
They bought 85 billboards in orlando alone. Those eyes light up and the Mary Mary Mary lights up in succession.

THANKS CASEY!

1 comment:

Anonymous said...

I live in Orlando and these Billboards are awesome. Especially driving by them at night, its perfect. Ill be going to Halloween Horror Nights this year...

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