We took three young adults and asked them to watch 9 hours of the best horror movies from our pop-up channel, inside an abandoned hospital. We broadcast the 'Sleep Over' via Facebook Live. The audience witnessed the torment live and got to scare the three unlucky contestants with various stunts: zombie dolls, screaming ghouls and all the classic horror gags. Every emoji they posted changed the storyline dynamically, giving them the chance to create their own horror film.

It being a ‘Sleep Over’ we went live from 9pm on Halloween and ended at sunrise the next morning, all on Facebook Live. We rigged the abandoned hospital (the morgue, a surgery and a storage room) with 18 cameras, 24 hidden speakers, secret compartments and various moving furniture. Our audience stayed awake to keep the contestants awake, making sure they were entertained. We went live to DStv's 2,5million friends and the millions that joined them too.

The activation generated 6 million impressions and achieved more than 3 times the average engagement time for Facebook Live. Our target audience started enjoying horror again with DStv as the most engaged audience was the 18-24 audience. getting their best viewer ratings in years.

33% of Facebook users in South Africa are between the ages of 18 and 24, but only 18% of the same age group were watching our horror on DStv. So in order to increase this percentage, we needed to create an experience just for them, an experience that made them fall in love with horror ( the old-school kind, rather than the 'horror' of a reality star discovering they have run out of self-tan).

DStv is Africa's largest satellite TV broadcaster. Every Halloween we own horror: a whole channel dedicated to horror. It’s a bit of a tradition. But the problem is that our young adult audience spends Halloween, and most other nights, watching content on Facebook. They have never seen Scream. OMG! We needed to get them back, and introduce them to the finest horror there is. and increase the viewer ship amongst 18-24 year olds.

To bring a young audience back to old-fashioned Halloween Horror Movies on TV, we found three volunteers (stupid enough not read the small print) and got them to spend the night in an abandoned hospital in downtown Johannesburg. The live event was broadcast via Facebook Live for 9 hours. The audience could influence the activation via Facebook Live.