How do you break the rule of marketing new haunted houses during Halloween, which has seemed to be the success formula in the theme park industry for over a decade?
How can the happiest place on earth become relevant to consumers who are actively seeking scary experience during Halloween?
How do you break a best-of-the-best 6-year record performance?
Halloween 2013 for Hong Kong Disneyland (HKDL) made all the above possible with “Scream No More” Challenge that went hand-in-hand with the company’s big initiative of park expansion and permeated the whole of Hong Kong to recreate a new culture of Halloween celebration!
Media made a difference through a matrix of communication bombardment, the anchor strategy was an impactful viral effect through online-offline integration - partnering with popular culturally ingrained DJs, key opinion leaders (KOLs) and fashion retail brand to evangelise the practice of screaming control based on a booklet, before the real Challenge at HKDL.
A new pride of HKDL, this campaign achieved 7-year record highest attendance and exceeded our KPIs performance. This unconventional strategy also generated a total accumulated video views of an incredible 5.2M of which a strong 4M views were purely earned from viral effect.