The Goal:

To encourage profile visitors to purchase tickets to Pantophobia Haunted Attraction by posting a series of still graphics, videos, and motion graphics that share a consistent look and story specific to the 2022 season across all platforms leading up to the attraction's opening. 

This campaign strategy went into effect on September 10, 2022. 

Promotional video released on all social channels on October 28, 2022 to encourage potential customers to purchase tickets for the attraction's final weekend. 

The 2022 event teaser, posted on every social media outlet Pantophobia uses. The video's primary purpose was to convince the viewer to buy tickets by introducing a new character for 2022, Abigail Grain. 

The Result: 


During the attraction's opening weekend for the 2022 season, customers felt more engaged with this year's overall story upon arrival and were already familiar with the event's main character, Cyrus Grain. 
Some posts had more engagement than others. The posts that were shared, liked, and commented on more frequently were the ones that featured the attraction's logo, website, and call to action on them. 

As of November 1, 2022, Pantophobia Haunted Attraction closed out the season with 15 out of 16 sold out nights. In addition to that, the overall engagement (based on likes, comments, and shares) on advertised posts increased by 34% from 2021. 
The 2022 Instagram and Facebook ad, which began its run on September 11, 2022, and ended on October 11, 2022. 
Post designed to generate buzz for opening night.
Post designed to generate buzz for opening night.
Post designed to generate buzz for opening night.
Post designed to generate buzz for opening night.
Post designed to generate buzz for opening night.
Post designed to generate buzz for opening night.
The 2022 event map, designed to generate buzz on social media for this year's entertainment offerings.
The 2022 event map, designed to generate buzz on social media for this year's entertainment offerings.
The header for a mass email that was sent to a mailing list of 600+ people.
The header for a mass email that was sent to a mailing list of 600+ people.
Designed to generate buzz for one of this year's scare zones.
Designed to generate buzz for one of this year's scare zones.
Designed to inform potential customers of the details surrounding this performance.
Designed to inform potential customers of the details surrounding this performance.
Designed to highlight various pieces of apparel and accessories in the new online store.
Designed to highlight various pieces of apparel and accessories in the new online store.
Designed to draw attention to one of this year's scare zones, Clowns of Carnage.
Designed to draw attention to one of this year's scare zones, Clowns of Carnage.

A generic event teaser, created to generate buzz surrounding the mystery of this year's event. At the time of release, no information about this season had come out yet. 

The official announcement for"Ringmaster Presents: 5 Years of Mayhem"

Concept radio advertisement for this season encouraging radio listeners to visit the attraction's website.  The final product did not get released to the public. 

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