College Football Hall of Fame

Zombie Video Goes Viral & Reaches 200K Fans in 24 Hours

Situation: In an effort to drive awareness and buzz about the College Football Hall of Fame, Chick-fil-A Fan Experience (The Hall) in Downtown Atlanta, and its inaugural Halloween event ‘Haunted Hall of Fame’, Swarm produced The Hall’s first-ever on-site activation that surprised, shocked and delighted visitors and its staff while being captured on video, Periscope and shared on social media.

Execution: With an aggressive timeline and tight budget against us, our Team researched and collaborated with a professional Flash mob company, videographer, professional makeup artists and costume designers to recruit local dancers. 31 dancers were transformed to portray zombie football players, cheerleaders, referees and coaches and executed a choreographed rendition of Michael Jackson’s “Thriller” in the middle of The Hall’s indoor playing field on Saturday afternoon, October 24, 2015. In addition, The Hall’s mascot, Fumbles, and Chick-fil-A’s mascot cow were integrated into the performance.

Social Strategy:

  • Swarm leveraged The Hall’s existing social channels to tease and build excitement prior to the event, during and after
  • Swarm developed and promoted the hashtags: #MobTheHall and #HauntedHOF
  • On the day of, we live streamed the event using Periscope and synced it with The Hall’s Twitter and provided on-site coverage. In addition, we posted updates on their Facebook and Instagram accounts
  • Paid Support: Prior to, we boosted posts and launched video ads
  • All ads were geo-targeted to local Atlanta-metro and key markets outside the metro and micro-targeted to families and college football enthusiasts and fans

In addition, Swarm launched a teaser email to a list of over 10,000 metro-Atlantans, Hall Insiders and Hall Season Ticket Holders.

The Results:

  • First and foremost, a well-executed and produced first-ever Flash mob for both Swarm and its client, The College Football Hall of Fame, that shocked and awed more than 200 attendees on-site
  • On Facebook:
    • More than 180,000 locals reached;
    • 208,000+ impressions;
    • More than 57,000 engagements; and
    • An average cost per result: $0.02
  • On Twitter:
    • 28 tweets supported the activation and mentioned its partners including Chick-fil-A and ESPN
    • More than 90,000 impressions;
    • More than 1,300 engagements; and
    • Over 100 favorites and RTs
    • @Chick-fil-A retweeted the video to more than 624,000 followers
    • The post video was the top tweet for October and earned more than 52,000 impressions
  • Overall sentiment of the activation on social was positive and well received.  We also pushed a sweepstakes and The Hall awarded three lucky Facebook users a family pack of four tickets to The Hall for its Haunted Hall of Fame event
  • Email garnered more than 7,000 opens and 100 clicks

Relive #MobTheHall by playing the video below.