Tombstone Pizza wanted to be the Official Pizza of Halloween. They challenged us to help them secure this honor by reaching moms and kids during this busy season in a unique and compelling way. We needed a way to cut through the Halloween madness. So we listened, and learned everything we could about Halloween rituals, and one stood out. Pizza and a Movie Night – the night the family crowds around the tube, shares a pizza, and scares themselves silly. Knowing how much Moms and Kids love their mobile phones, we got an idea: let’s bring the movie to the kitchen table, every night. Through our proprietary creative newsroom – an always on operation skilled at conceiving high quality social creative in hours instead of months – we produced 31 six second horror films on Vine in 31 days, one every day of October. With this, our Vine horror film festival, Bites of Fright, was born! These family friendly films were published to Vine, Twitter and Facebook to optimize distribution and sharing daily. They covered the ins and outs of modern monster culture; Halloween hijinks, an insider’s look at the world of vampires, bats and punny pumpkins.The campaign was not only delightfully spooky (and weird), but people loved it and loved sharing it. - We achieved a virality rate 23 times higher than the brand’s previous content, and a full 3.4 times higher than we projected - We saw a 230% lift in fan acquisition rate on Facebook - Bites of Fright content was 6.3x more engaging than other brand content running in October
http://tombstonebitesoffright.tumblr.com/
