My X was mine. I worked as a team of one to concept this rock and roll-meets-horror movie tale for Howl-O-Scream at Busch Gardens, an annual Halloween event that the Tampa park depends on for a major percentage of annual revenue. It was truly the best project of my life. I wrote songs, selected talent and sold the clients on Dean Karr, the LA director and photographer whose first music video was "Sweet Dreams" by Marilyn Manson.
Through a transmedia campaign that seamlessly wove the storyline between paid and non-paid media, the Florida market discovered that the leading lady known as Sylvie
kills. Writes a song about it. Then keeps a finger as a souvenir. You could even
give a friend a finger on Facebook.
My X was the first Howl-O-Scream concept to permeate the park
experience, from grisly fans at the front gate to a My X haunted house to live
My X performances all 18 nights.
Key insight: Busch Gardens knows how to host concerts. They do it all year to drive sales. So when the Howl-O-Scream website went live in June, we promoted the one thing that the 21+ market will pay for in advance – a rock show. See, that's the best thing for Busch Gardens. Sell tickets in advance so they can estimate park attendance and run promotional prices accordingly. During any given week of the online display campaign, Busch Gardens averaged $150k in direct online sales. This number eclipsed all previous online sales, regardless of event or brand campaigns.
Key insight: Busch Gardens knows how to host concerts. They do it all year to drive sales. So when the Howl-O-Scream website went live in June, we promoted the one thing that the 21+ market will pay for in advance – a rock show. See, that's the best thing for Busch Gardens. Sell tickets in advance so they can estimate park attendance and run promotional prices accordingly. During any given week of the online display campaign, Busch Gardens averaged $150k in direct online sales. This number eclipsed all previous online sales, regardless of event or brand campaigns.
Campaign highlights:
MyXRocks.com was an interactive online experience where you could explore Sylvie's dressing room, watch a music video, view the :30 TV spot, download three original music tracks and more (I wrote lyrics for all three and the original composition for "My X"). From the first tease in June, loyal Howl-O-Scream fans tried to unravel the mystery of Sylvie, downloading her songs, deciphering her posts and even creating fan art. More people visited the dedicated website than for any previous Howl-O-Scream campaign. And Howl-O-Scream Facebook followers increased by 50% during the campaign run.
In market, My X was everywhere with live appearances by Sylvie, television, print, outdoor, digital banners, Ford vehicle wraps and local promotions with Dominos, MUVICO, Applebee’s, Smoothie King, local malls and Pepsi.
http://www.youtube.com/results?search_query=Howl-O-Scream+My+X&oq=Howl-O-Scream+My+X&gs_l=youtube.3...10888.15955.0.16308.18.18.0.0.0.0.128.1328.14j3.17.0...0.0...1ac.1.RfrEGxHjetY
MyXRocks.com was an interactive online experience where you could explore Sylvie's dressing room, watch a music video, view the :30 TV spot, download three original music tracks and more (I wrote lyrics for all three and the original composition for "My X"). From the first tease in June, loyal Howl-O-Scream fans tried to unravel the mystery of Sylvie, downloading her songs, deciphering her posts and even creating fan art. More people visited the dedicated website than for any previous Howl-O-Scream campaign. And Howl-O-Scream Facebook followers increased by 50% during the campaign run.
In market, My X was everywhere with live appearances by Sylvie, television, print, outdoor, digital banners, Ford vehicle wraps and local promotions with Dominos, MUVICO, Applebee’s, Smoothie King, local malls and Pepsi.
http://www.youtube.com/results?search_query=Howl-O-Scream+My+X&oq=Howl-O-Scream+My+X&gs_l=youtube.3...10888.15955.0.16308.18.18.0.0.0.0.128.1328.14j3.17.0...0.0...1ac.1.RfrEGxHjetY
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| Promotional Print |
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| Campaign site MyXRocks.com |
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| Explore Sylvie's dressing room, download free songs, explore the park and buy tickets. |
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| Select a finger and a message then send. My favorite line? "Should have put a ring on it." |
Music video for "My X," directed by Dean Karr
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| Muvico Theaters promotion. The :30 spot ran in theaters. |
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