Knott's Berry Farm launched its most immersive in-park experience ever with Ghost Town Alive, where guests took part in the Wild West through unique character interactions and daily story lines. We were tasked with building excitement by highlighting this never before seen level of interactivity before guests even stepped foot in the park.
Our solution was to give potential guests a taste of what being a bounty hunter was like in the 1800s through a social experience that felt just as immersive as the park attraction itself. To accomplish this, we recreated Ghost Town on Instagram through photos and then set loose some of the park's famous outlaws.
We asked users to track down a new outlaw each week and bring them to justice by commenting on the image where he or she was hiding. The experience spanned 32 unique accounts and over 300 explorable images. By incorporating the original park map and Instagram's native tag function, users could move from one landmark to the next and enter any buildings they wished to investigate.
We also included information about life in the West, facts about the park, sneak previews of live shows, prizes and more so that each new week searching for a new outlaw was never the same for users.
Bounty Hunter helped grow Knott's Berry Farm's main Instagram account by over 12%. In total, it received almost 2,000,000 social impressions and we even saw strong engagement through all four levels of the experience.
