Amnesty International needed to boost the number of their online activists. So we created an online campaign inviting people to enter The House of Horror, where they will experience the fright of their lives. Little did they know that once lured by an innovative sound-based interaction system; they would encounter a gallery with pictures of real day-to-day horrors. There the user learned about Amnesty’s mission and invited him to join different campaigns. The House of Horror experience was an instant success. The page was viewed in 83 countries around the world and received extensive coverage by all major media.