The campaign was created for a global audience with attention on countries across Europe, Asia Pacific and Mexico. We needed to focus on reaching our young mobile target audience that was increasingly spending time on Instagram. We needed to make sure our content was received in the best possible way on the platform it was designed for.

Across all markets teens are open to interacting with their favourite brands as long as they provide entertainment value that adds to the experience of using, in our case, Instagram daily. Having this in mind our approach was to create a highly entertaining adventure using the native features of Instagram including images and mini videos guiding the Instagrammers through the content that referenced popular culture making the content more relatable to our target audience.

Using Instagram’s user experience as is we devised a choose-your-own-adventure game in the form of a haunted house. You could explore the house and die many gruesome deaths in your quest to find and save your lollipop girlfriend. We fully exploited Instagram’s functionalities, designing each room in a different user profile and linking them to others by tags. We also created entertaining horror microfilms among hundreds of different assets.

- We reached over 12 million fans and gained 39,394 new fans.

- 99.99% positive comments from our public across Instagram.

- 1,325 UGC

- Included in “The Most Contagious” of 2014 by Contagious Magazine.

- 90 news articles generated including reviews on Videogame websites.