A blood-soaked box. Severed fingers. Barrels of slime. Surgical masks. Creepy, crawly critters.
Who knew that would be part of our media efforts for one of our most interesting clients.
This is our sixth year working with Indy Scream Park, Indiana’s premier Halloween event filled with haunted attractions, and the frights keep coming! The challenge of gaining media attention for a client this unique is the local competition. How does Indy Scream park stand out from its competitors, despite being the only interactive one with five attractions? We decided to create “media boxes”—in addition to our individual, personalized pitches—and it worked!
The box included the following:
- Box splattered with red paint (or “blood”) and wrapped in zombie caution tape;
- “Bloody” surgical mask to represent the Brickmore Asylum attraction;
- Barrel of slime to represent the Pandemic: Mutation attraction;
- Faux spiders, cockroaches, and centipedes to represent the Backwoods attraction;
- Severed fingers to represent the Monster Midway attraction; and
- Glow sticks to represent the RAGE 3D
Each item put a little taste of horror straight in the hands of the media and represented one of the haunted attractions within Indy Scream Park.
Dittoe PR created a list of key local media, as well as select national media, that we thought would be intrigued by this new-age approach to garnering media coverage. In addition to the scare-inducing items in each box, there was an invitation to a VIP media event at Indy Scream Park. The event included sneak peek access to all haunted attractions, as well as interview opportunities with haunt directors, the makeup manager, and even the actors in their natural element.
The box was received with mixed emotions but mostly intrigue, which resulted in a good buzz around Indy Scream Park and even landed them a Business Insider mention. Throughout the season Dittoe PR secured 54 pieces of media coverage totaling 60,069,640 media impressions and $685,124 in publicity value.
So sometimes it does pay to “think outside the box!”