The creepy old Haunted House tour. It’s a classic Halloween tradition. But during a global pandemic, you can’t have people jumping scaring you in the face. So since Zillow is the place that gives millions of people a virtual house experience, it made sense that during this freaky time Zillow would offer a virtual haunted house experience.

Since people can’t experience a real-life haunted house tour, Zillow would replicate that experience on Zillow.com with a listing for a horrifying home that was possessed by “The Ghost of Edith Thistle”. We created a house of horrors, with a creepy clown eating putrefied birthday cake, morbid meat lockers, and mysterious master baths. It was fun scary – in a world that’s scary-scary.

We targeted people who were searching for their next home and enabled them to learn about one of our emerging new products – Zillow 3D Home Tours with Floor Plans. We created a terrifying listing for a spooky haunted house… and embedded a scary video promoting Zillow 3D Home tours within the listing.

On Zillow.com, home seekers were invited to take a 3D tour of its creepiest listing, a haunted mansion at 667 Dead End Drive on Halloween. The neoclassical-style mansion is haunted by former owner Edith Thistle and has a home details page like any other home on the site. However, the listing includes some eerie specifications. Under “Home Facts” the “Home Type” is listed as being a “multi-poltergeist house." Under “Home value” the listing states “Owners will pay you.” Included in the listing is a video of a tour that takes the user throughout the mansion as it increasingly becomes spookier with each room of the house. In the week leading up to the launch of the listing, teasers built suspense for the campaign – reaching Zillow’s 3.5 million social media followers.

Over the course of a single day with a media budget of under $40k, it received 3,696,644 media

impressions, 7x our benchmark click-through rate, and it drove over 60,000 unique visits to Zillow.com.