FX was launching their newest show, the psycho-sexual thriller, American Horror Story. They wanted to promote the show and get fans in TV and horror communities excited.
I worked with Campfire NYC to concept and create a campaign that would build excitement, help foster a fan base for the show's launch, and build a mythology around the show's themes for fans to speculate about.
The campaign featured a website where visitors could explore the house from the show throughout its existence in time and fill it in with clues (both physical and digital) that they received from FX. These clues would reveal information about events that would take place in the story line of the upcoming show (some would be completely made up, but viewers wouldnt know which were which.) Fans would have to register through our site to receive clues about the stories and start conversations online about what really happened in the house.
Hundreds of physical and digital artifacts were created for fans. Everything from cakes that bled when you cut into them, to petri dishes that formed letters when you baked them, to a series of scandalous photos that revealed a more sinister hand at play.
Link to the site: http://youregoingtodieinthere.com/