As conventional advertising increasingly blends into the background, we posed the question: "How can we transport the thrills of Universal's Halloween Horror Nights into the homes of millions?" Our mission was clear, and we embarked on crafting an immersive experience that captivates and involves fans, urging them to delve deeper into exploring Halloween Horror Nights.
Centering our focus on capturing attention, we delved into the various ways consumers interact with contemporary display media on digital platforms, particularly streaming services. Often, we observed users pausing their screens to check emails, respond to texts, or scroll through social media. Recognizing this behavior as an opportunity, we harnessed Peacock Pause Ads to create an engaging experience using a QR code and augmented reality, unleashing the horrors of Halloween Horror Nights.
When a user pauses their show, they are greeted by a Halloween Horror Nights Ad featuring a QR code adorned with ghostly figures attempting to break free from the screen. Upon scanning the code with a phone, a thick fog begins to roll off the television screen, filling the room with ominous figures that surround the viewer, chanting and whispering, creating an immersive atmosphere of terror before culminating in a jump scare. Subsequently, the user is prompted to explore further at the Halloween Horror Nights website.
The Halloween Horror Nights Immersive Advertisement proved to be a resounding success, marking a groundbreaking fusion of advertising and cutting-edge technology. This pioneering initiative delivered an immersive experience that captivated over 1.59 million fans in Florida, igniting word-of-mouth (WOM) and generating significant revenue. The innovative campaign garnered attention from diverse fan groups and media publications, solidifying its impact and recognition in the industry.