To raise awareness of the season “Halloween at Liseberg” we wan- ted to frighten the target group in a new, surprising way. We liked the idea that humans love to trick, scare or give each other goose bumps – particularly so at Halloween, the peak period for prank- sters.
The strategy was to use frights as a tool to reach out to deman- ding consumers while at the same time, turning them into par- ticipating ambassadors. So we developed a digital “Click or Tre- at” – an idea where anybody could manipulate content from the country’s biggest news site and add a layer of horror.
We scared 10 000 people in only 48 h. And attracted 200 000 visitors to the amusement park.