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Special Project

Special Project
From the 13th Annual Shorty Awards

TCL Halloween 2020 Campaign: #TCLHalloweek

Gold Honor in Graphics


The objective of the 2020 #TCLHalloweek Campaign includes: 

Strengthen TCL’s social media presence by a minimum of 2MM+ impressions across all of their social platforms to increase brand awareness. 

Improve TCL’s user engagements by 100% during the campaign period across all platforms to boost brand love and preference.  

Solidify TCL’s young, fun and sociable brand image on social media and win higher brand recognition among followers across all platforms. 

Promote TCL’s featured products by integrating the products into the creative storyline in the most relevant and memorable way.

Strategy and Execution

The Strategy

Halloween is one of the most popular holidays in the world. While exploring a real haunted house was more of a “mission impossible” in 2020. TCL launched the #TCLHalloweek social engagement campaign which allowed the audience to immersively experience and create their own Halloween adventure tour online. In homage to the popular mystery book genre, we designed a Halloween-themed storyline with interactive options that put the audience at the center of the action. We also created a series of cartoon characters and comics in social posts for storytelling, this promoted TCL’s young and fun brand image among followers and target audience.

The Creative Ideas

When it comes to Halloween, the first thing that usually pops into people’s minds is trick-or-treating and haunted houses. To immerse our audience in the story, we created three illustrated characters, Thomas, Carlos and Leil. Their trick-or-treater comes to an end when they are forced to enter a haunted house after their dog disappears inside. While navigating the house’s terrifying maze, the three must find their dog before meeting a ghastly end at the hands of the mysterious owner. We created interactive options at key turning points of the story for our audience to decide their own ending. 

The Execution

Hylink developed a week-long post series on Facebook, Twitter and Instagram, including teaser, story polls and wrap-up post. As users chose their storyline, they were encouraged to pick from the two choices in each poll post, with their choice directly affecting the direction of the story. As the story progressed and the characters explored the haunted house, they interacted with strategically integrated TCL products to unravel the mystery of the house, this highlighted the brand and its products. With users at the center of the story, they were invested in the campaign and would tune in every day to see how their choice played out. 


Please see CONFIDENTIAL INFORMATION section for results.


Entrant Company / Organization Name

Hylink Digital, TCL Electronics


Entry Credits