Marketing, creative direction.
Anchored by a multi-episode video series, Dross's Dark Tales of Terror, this cross-channel campaign featured the frightening Dross, who kept thousands of fans on the edge of their seats week after week leading up to Halloween night with his rivetting horror stories.
Social content was produced and promoted across social media platforms to keep fans engaged and guessing what would happen in the next episode.
6 Influencers 6 Deaths 6 Winners - and one bloody hour.
The 6-week campaign culminated on Halloween night, with Dross narrating a mystery horror tale LIVE on Twitter. In the tale, 6 social media influencers end up dead, one-by-one, every 10 minutes... fans glued to their Twitter feed guessed who the next victim would be (for a chance to win prizes), and at the end of the hour, they were shocked with an unexpected plot twist.
The power-hour of horror generated over 16,000 Tweets and over 4,000 app downloads.