FX Networks approached Campfire to build buzz for the launch of their series American Horror Story. We designed You’re Going To Die In There, a digital house tour with a twist. We invited target fan communities behind closed doors to explore the house's hidden rooms and discover physical and digital artifacts revealing the intimate details that fueled 6 decades of murder, lust, perversion and betrayal.
FX approached us to create a campaign that would create buzz and drive conversations prior to the premiere of American Horror Story. They wanted to generate press/media/blog conversation threads that would spread credibility and excitement around the show. They also wanted to drive social media activity with increasing Facebook likes, Twitter buzz and encourage return visits with Get Glue check-ins.
YoureGoingToDieInThere.com was built around an ominous warning shared in the series' pilot. Designed to evoke fear and dread, the campaign sent a chill up the spine of viewers to lure the audience into the dark and sordid show.
At YoureGoingToDieInThere.com, fans and horror enthusiasts were given the first glimpse into the mysterious and frightening legacy of the Harmon's house at the center of the new American Horror Story series. It was designed as a digital house tour with a twist, bringing to life some of the secrets behind the new psychosexual series. Fans were allowed behind closed doors to explore the house's hidden rooms and had access to mind-bending artifacts that revealed the intimate details of what has happened in each room.
This high-concept engagement campaign from FX and Campfire was designed to ignite influential fan cultures and communities, building buzz and driving viewers to tune into American Horror Story. In the weeks leading up to the show's premiere, fans in top horror communities – DreadCentral, FearNet, Fangoria, Geeks of Doom, Ology, and Bloody Disgusting – received physical artifacts, creepy keepsakes and clues, such as hand-delivered bloody wedding cakes. They worked as a team, piecing fragments of a story together to unlock exclusive rewards and American Horror Story content.
