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From the 15th Annual Shorty Awards

Monster Mash - TCL - Halloween Roblox Event

Finalist in Interactive Content, Other Platform


Consumer technology company, TCL has identified Halloween as its most important marketing event of the year. Each year, the brand delivers a fun and engaging Halloween campaign to celebrate its innovative products and bolster a  connection between the brand and its community.

TCL has built its reputation around the innovation and manufacturing of technology specifically designed to bring people together in a shared experience. Given the explosion in popularity of virtual experiences, as well as the lingering circumstances related to personal health and safety from the pandemic, activations centered upon an event attached to any real world component were problematic.  

As a result, we found ourselves with both a challenge… and an opportunity. We needed to leverage technology to find a way to bring people together in a way that would still feel like a “traditional” Halloween party, while observing the proper health & safety protocols to satisfy the precautions required at the time of deployment.

Strategy and Execution

We decided to throw a Halloween party… in the Metaverse.

We created a TCL branded Haunted Hotel property inside the wildly popular Roblox online gaming world built specifically to drive engagement between Roblox players and TCL’s best-selling products. 

The space was packed with fun-filled activities ranging from choosing your own spooky attire, to competing in virtual games for real world prizes including new TCL televisions. Gaming not your thing? Try chasing  ghosts through the expansive corridors of the hotel or discovering hidden remotes unlocking Halloween-themed music playlists. We even included  a photo booth feature to share your Halloween meta-self with your friends across social media!

The brand was able to highlight its products in a new, modern and unique way. And, the community was able to continue a cherished annual tradition now re-imagined to succeed well into the future.



The Monster Mash…  was a monster hit.  

TCL became the first television brand within the Roblox metaverse and both the  company, and its its community responded with genuine excitement.  

The Halloween Monster Mash party drew thousands of guests to the week-long, online event generating 131 million total impressions with more than 9 million engagements across Instagram, Meta, Twitter, YouTube and Tik Tok.


Video for Monster Mash - TCL - Halloween Roblox Event

Entrant Company / Organization Name

Hylink Group, TCL


Entry Credits