| Story | Summer at Liseberg, Sweden’s largest amusement park, is famous all across Sweden. But Halloween at Liseberg has only been open for three years and awareness is relatively low. Youngsters between 13 and 24 years is a key target audience, not least for word-of-mouth. But they are hard to please.Based on insights that horror thrives on censorship and that modern media thrives on clicks, we decided to create a PR-driven campaign to attract viewings, distribution and publication amongst young adults, horror-movie enthusiasts and editors.The solution was a horror movie based on the main attraction. The film was published onto the target audience’s favourite media, YouTube. The film contained a lot of tension, blood and bare skin. It was almost immediately banned by the YouTube censorship function. National media picked up on the story and success was a fact. |