Chronicles of the Cursed: 2010
There are many annual haunted houses in the Chicagoland area. To differentiate “Chronicles”, we developed a sustained 2-month long campaign blending traditional advertising (print, online, tv, radio) with a unique teaser “advertorial” approach around the narrative of a mysterious sinkhole that had formed in downtown Chicago. “Chronicling” the events as they unfolded included viral videos, and even an “opposition microsite” launched by “concerned citizens” who demanded answers and were trying to thwart plans to sell tickets to this dangerous, potentially deadly experience.
22,000 Chicagoans had the bejeezus scared out of them