Campfire partnered with FX Networks to launch its new horror comedy series What We Do in the Shadows, resulting in a multi-location pop-up activation for SXSW 2019.
Leaning into the national trend of neighborhood lending libraries, we created three gothic, special effects-laden “Vampire Libraries" across downtown Austin.
From dusk to midnight, the libraries unlocked, triggering lighting and fog effects. Fans could visit the vampire libraries, consult with the librarian/Vampire familiar, and take a free book and a glow-in-the-dark tote.
The result was a campaign that generated awareness, buzz and press for FX Networks’ newest comedy.
What press said:
“FX’s What We Do In The Shadows Sinks Fangs into SXSW 2019.”
— Bleeding Cool
“What We Do in the Shadows is descending upon Austin to bring its vampiric charm to SXSW.”
“Based on the awesomeness that is the free mini library box program around the country, FX has created 'vampire themed' structures filled with vampire books to reflect on the series.”
“To celebrate its upcoming show, What We Do in the Shadows, FX is presenting three popup libraries around the festival that feature literature themed to the infamous creatures of the night.”
— Laughing Place