Results and Effectiveness

This campaign has successfully extended a 6-hour in-park experience into 4-week long out-of-park celebration campaign through the online content marketing strategy. Also it achieved the 7-year best of record best results for all the key KPIs. Local attendance gained a double digit growth. Total revenue and all other KPIs hit record best for Disney’s Haunted Halloween since its inception, beating the previous record best 2012 Halloween performance. The 32 viral videos generated 5.2 million viral video views with 4 million earned views. Our social conversation also reached 1.7M of Facebook users, that’s like 40% of all Hong Kong Facebook users!

Creative Execution

Digital played as core to bring this idea alive as such a big behavioral change required more than just a one-way message. Online amplification was used to create momentum and fun to ensure a deeper permeation of this new idea into target’s lives. We took the fun of screaming control as core essence for an extensive viral content plan. We created contents in online video format, and created a ripple effect through seeding KOL influences and hyped up the fun and excitement before target steps into the Park. To ensure “screaming control” came to live, we developed 32 versions of viral practice videos to bait in the target into the Challenge, through engaging KOLs, popular DJs, TV hosts, comedians and bloggers. So, social viral effect was built with a Hong Kong wide noise and talkability. Furthermore, we leveraged the biggest portal, Yahoo, to amplify the viral impact to its maximum.

Insights, Strategy and the Idea

Hong Kong Disneyland, the happiest place on earth by nature, contradicts with the dark & haunting period of Halloween where our key competitor is well known as the scariest place for celebration. The core challenge is the absence of new haunted house, which is critical during this period. Furthermore, success from Halloween 2012 had results which are impossible to break. For 2013, our objective is to break all the best records. In terms of target, we aim to build the incremental target, young adults, who are the most active Halloween celebrators. Halloween celebration is all about scare. Screaming is the one thing that people are sure to do when they scare. So what if we dare young adults not to scream? We find that young adults love challenges and break the rules. They long for active participation. That’s why we landed on a big idea – “Scream No More” Challenge.