The brief was launch and ignite excitement for the Middle East launch of new horror show Channel Zero: No-End House, however with hundreds of TV shows launched in the region every year, we challenged our client to create a unique experience that people would want to write about, talk about and share.
As video consumption in the MENA region is ranked second in the world with more than 2 hours of videos uploaded every minute, video content is key! We devised a digitally led campaign unlike anything SYFY had done before.
We created the UAE’s own version of the No-End House, we placed an online advert for a vacant villa at a really low price to attract potential tenants for viewing. We also invited journalists and influencers, but little did they know they were all stepping into a trap where each room would be more horrifying than the next.
In three weeks, and with a budget of just $55,000 we hired and set up the villa, sourced the horror props and installed a 16 camera HD security system to capture people’s reactions as they walked through the villa. All to deliver a piece of hero content as well as personalized films for every journalist and influencer that attended the experience.
As a result, we created the best preforming piece of content for Syfy, EVER.
In just under three days, the Facebook post had achieved 1 million views, 1,800k comments, 18,000. likes, and 3,700 shares. In total, it reached 4.3 million individuals.
103,800 views on YouTube.
955,000 Twitter impressions, 288,000 views and 16,000 engagements. The video trended at No. 1 position in the region for 24 hours.
$55,000 worth of press clippings.
Most importantly, the campaign helped achieve viewer figures that exceeded all expectations!
“We could not be happier with the results. From the proposal all the way to execution, the team have shown their passion and creative thinking. Our launch event was an amazing few days, Edelman created a fantastic immersive experience and earned results that surpassed our expectations. We would absolutely recommend them to any brand who is looking for an integrated agency that thinks outside the box, and is committed to developing great work.”
Publicity Manager, UK & Emerging Markets, SYFY, NBC Universal
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