| Title | THE NIGHT TERROR APP |
| Brand | HORROR CHANNEL UK |
| Product/Service | TELEVISION BROADCASTING NETWORK |
| Category |
A09. USE OR INTEGRATION OF DIGITAL OR SOCIAL MEDIA |
|
Entrant Company
|
INTERONE Hamburg, GERMANY
|
|
Contributing Company
|
INTERONE Hamburg, GERMANY
|
Credits
| Michael Ohanian |
Interone BBDO |
Chief Creative Officer |
| Matthias Schäfer |
Interone BBDO |
Group Creative Director |
| Roy Cohen |
Interone BBDO |
Executive Creative Director |
| Jacques Pense |
Interone BBDO |
Executive Creative Director |
| Gregor Myszor |
Interone BBDO |
Creative Director |
| Elvira Sipos |
Interone BBDO |
Copywriter |
| Christoph Pfeffer |
Interone BBDO |
Copywriter |
| Lillian Prigge |
Interone BBDO |
Copywriter |
| Adzoa Tsekpo |
Interone BBDO |
Copywriter |
| Pedro Americo |
Interone BBDO |
Art Director |
| Alex Brieschenk |
Interone BBDO |
Art Director |
| Marian Cizmarik |
Interone BBDO |
Art Director |
| Thomas Fink |
Interone BBDO |
Programmer |
| David Moldenhauer |
Interone BBDO |
Programmer |
| Jörg Radehaus |
Interone BBDO |
Concept Designer |
| Andrew Viall |
Chellozone |
Client Account Director |
The Campaign
Understanding that TV in the UK is no longer a lean-back experience - with second-screen usage on the rise - we wanted to go one step beyond expectations. By offering a brand experience that expands into the personal sphere, we created a new type of content marketing in which the users and their subconscious become part of the story - by creating it themselves. Perfect for our special target group, which is always on the lookout for the next thrill - and the next story to tell.
Results
Horror Channel UK is exactly the right place for genuine fans of the spine-chilling and the spooky. When the channel wanted to promote its new blood-curdling program, it faced a massive challenge: How do you create new excitement among horror fans whose life is packed with excitement anyway?
We developed a unique communication channel: the ‘Night Terror’ mobile app that turns your dreams into nightmares
All you need to do is to choose a story, place the phone next to your pillow and listen to the story as you fall asleep. When the phone detects the REM phase, subtle story-related sound effects play to the subconscious. And the nightmare begins.
The Horror Channel promoted the app using teasers on social media and on the channel itself. It launched the app on the “Fright Fest UK”, the largest festival for horror fans, and also had a special “Night Terror” day on the Horror Channel, when fans were invited to try the app, live, and share their experience with Horror Channel using Facebook and Twitter.
More than 40,000 users dared to try the app and shared their experience on the net. At the same time, hundreds of sites around the globe also wrote about the Night Terror app. It provided the Horror Channel with a 700% increase in mentions during the campaign period. And when the Horror Channel created a special “Night Terror” day, it broke the channel rating record with 11.3 points. That was more than double compared to its average rating figure.