The 'Home Invasion' Campaign Terrified Moviegoers Through Text
Alexander Lam — July 26, 2013 — Unique
References: sodrateatern & creativecriminals
In an effort to promote the Elmsta 3000 Horror Fest, ad agency Saatchi & Saatchi put together a fright-inducing invitation campaign called 'Home Invasion.'
Using the phone numbers and addresses of registered users, the ad agency sent pictures of people's houses to their phones through text message. After half an hour, the agency sent another text informing the phone's user that someone was waiting in their living room.
Upon searching for the sender's phone number on Google, users encountered an online ad that stated "Now we're in your kitchen." The ad led to a website that asked people to confirm their participation in the Elmsta 3000 Horror Fest. Within two hours, all of the participants RSVP'd for the film festival.
Using the phone numbers and addresses of registered users, the ad agency sent pictures of people's houses to their phones through text message. After half an hour, the agency sent another text informing the phone's user that someone was waiting in their living room.
Upon searching for the sender's phone number on Google, users encountered an online ad that stated "Now we're in your kitchen." The ad led to a website that asked people to confirm their participation in the Elmsta 3000 Horror Fest. Within two hours, all of the participants RSVP'd for the film festival.
Trend Themes
1. Augmented Reality Experiences - Opportunity for businesses to create immersive and terrifying experiences through augmented reality, blurring the lines between fiction and reality.
2. Interactive Outdoor Advertising - Innovative campaigns that engage consumers in real-life scenarios, utilizing personal data and location-based targeting to create personalized and impactful experiences.
3. Psychological Marketing Tactics - Potential for businesses to leverage psychological principles to elicit strong emotional reactions and create memorable marketing campaigns.
Industry Implications
1. Advertising - Advertising agencies can explore disruptive opportunities by leveraging technology and personal data to deliver unconventional and immersive campaigns.
2. Film and Entertainment - Film festivals and entertainment companies can adopt innovative and interactive marketing strategies to engage audiences and generate excitement for events.
3. Tech and Gaming - Tech companies and gaming developers can capitalize on augmented reality technology to create realistic and immersive gaming experiences with horror-themed elements.
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