IGN Called This the Most “Terrifying” VR at Comic-Con. It was so Successful it Generated 200,000,000 Social Posts at the Event.
Welcome to the nightmare world of American Horror Story. This year FX Networks launched a VR experience at Comic-Con San Diego to tease the latest season of the horror franchise. Fans of the show got the chance to step into the AHS world with the HTC Vive.
Debuting publicly for the first time just outside the convention center at the Hilton Bayfront Park, FX built an immersive American Horror Story VR experience for fans inside a dark ominous looking silo.
North Kingdom, the creative agency, selected Groove Jones as the VR studio to help bring their vision to life. This was not an experience for the faint of heart. This was top notch horror and fans were given a glimpse into what was ahead in this years super secret season.
After entering the silo, fans are taken into a room and asked to lay down on a bed structure.
“Some people came out screaming, shivering, shaking and at the same time laughing. Some people became pale and really afraid,” Creative Director and Partner of North Kingdom, Daniel Ilic said.
Sounds of screaming can be heard outside of the silo.
The experience was one of the post popular attractions at Comic-Con garnering over 2 million social impressions and over 440 million earned media impressions, and since then, thousands of fans have been able to participate in the virtual horror from the comfort of their own homes through the HTC Viveport.
A Communal Experience
Five people at a time entered the room and take a spot on a set of tables configured into a star shape. An assistant in a white robe would help them into position.
Then the VR experience begins and you’re transported onto a hospital gurney where you begin the terrifying horror show.
The trip is a tense one, and fans experience everything from fear, vertigo, panic and a lot of claustrophobia. Going through the experience with multiple people increased the terror aspect. Every scream and whimper in the room just increased the drama.
You Move from Terrifying Season to Terrifying Season
HTC Loved It
The company that makes the HTC Vive headset loved the experience. Giving us props for the work we did. The social posts help drive the awareness around the campaign. After Comic-con wrapped, the demand grew.
American Horror Story – Mobile Tour
After the success of the ComicCon activation, FX wanted to take the experience on a mobile tour. Groove Jones modified the experience for the tour and helped with the redesign and implementation of taking it on the road.
During the day, the truck would move from popular destinations throughout Southern California like Pinks, the Grove, and the Hollywood Forever Cemetery.
The experience took place inside a modified trailer system with the ability to have two participants experience the VR at the same time.
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