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.
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.
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
More than 180,000 locals reached;
More than 57,000 engagements; and
An average cost per result: $0.02
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