HALLOWSTREAM

All Work

DISNEY+

DISNEY+ HALLOWSTREAM

Disney+ is the dedicated streaming service to existing and original films and content from Disney flagship brands.

CHALLENGE

In the midst of the pandemic in 2021, Disney+ wanted to make year two of their Hallowstream campaign live and in-person in LA. Already a destination for binge-worthy, holiday-themed content at home, bringing Hallowstream to life – in real life – would give viewers the opportunity to watch classic Disney Halloween movies, while also being introduced to new spooky stories and television shows exclusive to Disney+.

IDEA

To welcome guests into the world of Hallowstream, we created Hallowstream Town: a drive-thru experiential experience, complete with a haunted drive-in theater. The Hallowstream experience began the moment guests entered the venue. Surrounded by interactive vignettes, guests enjoyed the views from their vehicles of a boneyard of Disney characters, a colorful pumpkin patch, and even a drive-and-repeat (a riff on the step-and-repeat) photo op.

Progressing to the haunted drive-in theater, Disney+ played 14 screenings of the course of seven days, including fan favorites like Hocus Pocus, and Halloweentown. For the final screening on Saturday night, Hulu came to Disney+ Hallowstream for its Huluween Takeover, showcasing FX’s American Horror Story’s new season in one of three specialty screenings. Each night, two food trucks served up delicious bites for guests, made possible via a Mobile Ordering website.

Results

Over the seven-day event activation, we welcomed 1500+ guests to our Hallowstream haunted drive-in theater, and achieved a total social media reach of 45,000+ between Facebook and Instagram from our drive-and-repeat photo op.

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