Faced with the challenge of promoting the mysterious 6th installment of AHS, FX created a world designed to let fans face their darkest fears on a journey through iconic elements from the franchise through virtual reality. In keeping with the overall marketing campaign, VR offered the opportunity to let fans experience as much rich detail of the AHS horror as possible without divulging any specifics about the upcoming season.
The strategy was to take fans on a horrifying journey through fear, vulnerability, and panic, allowing them to experience first-hand what they've come to love most about the series.
A team of experts was assembled to make a realistic environment allowing for never-been-done-before scares and life-like encounters with iconic characters from the franchise including the White Nun and Twisty the Clown.
While the experience was constructed in a game engine, 360 degree motion capture technology was utilized to evoke true feelings of horror by making the characters as real as possible.
Once the virtual world had been generated, a physical one was constructed to complete the 4-D experience which was hosted at San Diego Comic-Con, the perfect venue to reach our most enthusiastic fan base. Plus, the SDCC audience is one who embraces new technology and evangelizes these types of experiences.
The experience was one of the post popular attractions at Comic-Con garnering over 2 million social impressions and over 440 million earned media impressions, and since then, thousands of fans have been able to participate in the virtual horror from the comfort of their own homes through the HTC Viveport.
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