Halloween just isn’t Halloween without a good horror flick! So even with overall Halloween spending declining, Fandango proved it didn’t take big bucks and came up with a cleaver way to drive traffic to its new horror-movie hub, House of Screams. How? The online ticket site hosted a “Scream-Off” to find the best bone-chilling screams! (And oh– the promotion just happened to coincide with the release of rock legend Slash’s new horror film, Nothing Left to Fear. Key to remember this.)
Fandango tapped into crowd-sourcing by asking participants to submit videos of their screams via Twitter or Instagram for 3 weeks, using #FandangoScreamContest, and featured the best daily “Scream Of The Day” on their site. (Check out their “Screaming Room” that additionally featured horror clips to help inspire your Ultimate Scream!)
During pre-BOO week 4 – October 21 – 25, fans got back in on the action by voting for their favorite scream on the House of Screams website! The site also aggregated all the social posts by featuring a Tweet stream of the “Newest Screamers.” Fandango then kept the conversation going by tweeting out a great compilation video of the best “Scream-Off” entries.
On Halloween night, former Guns and Roses musician-turned-horror-film-producer , Slash (remember him?), will announce the winner. And BTW, even the prize is integrated… a 2-night trip for two to the 104-year-old, haunted Stanley Hotel in Estes Park, CO ( Stephen King’s inspiration for the iconic thriller The Shining)… also thrown in are a Ghost-Hunting Meter, 2 glow-in-the-dark Stanley Hotel squishy ghosts, and 2 REDRUM mugs. Can’t get more Halloween than that!
The promotional idea here is a GWH W.T.F. (Winner, Toss-Up, or Flop) Award WINNER! Very clever, integrates with exactly what Fandango’s needs to do… Now if only there wasn’t that requisite movie tie-in! The problem is that brands run a huge risk when they tie in with a movie. And Nothing Left to Fear has turned out to be a FLOP. Call me crazy, but my bet would have been on the remake of the 1976 classic horror film, Carrie. So we will wait on the edge of our seats for the Ultimate Screamer to be announced, and see how it all turns out…
Happy Halloween, All!