I’ve got a sinking feeling…Chronicles of the Cursed – The Haunted Sinkhole
February 1, 2011Campaign Goal(s): Create buzz around, and drive attendance to Chicago’s premier haunted house experience.
Primary target: Young trendsetters, working professionals and teens, city and suburban
Creative strategy: There are many annual haunted houses in the Chicagoland area. To differentiate “Chronicles”, we developed a sustained 2-month long campaign blending traditional advertising with a unique “advertorial” approach around the narrative of a mysterious sinkhole that had formed on the grounds of the Chicago Tribune Freedom Center. “Chronicling” the events as they unfolded included viral videos, and even a microsite launched by “concerned citizens” who demanded answers and opposed the plans to sell tickets to this dangerous, potentially deadly experience.
Channels Used: Television, radio, print, online display, email, out-of-home, advertorial, microsite, events
Results:22,000 Chicagoans were scared out of their wits.
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