Hopi Hari Promo, Case study THE WAX MUSEUM by NBS Sao Paulo

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Industry Leisure Parks
Media Promo & PR, Case study
Market Brazil
Agency NBS Sao Paulo
Executive Creative Director Andre Lima, Pedro Feyer
Art Director Jonas Khuner
Copywriter Sidney Freitas
Released September 2010

Credits & Description

Category: Best Use of Digital PR
Advertiser: HOPI HARI
Product/Service: THEME PARK
Executive Creative Director: André Lima (NBS)
Executive Creative Director: Pedro Feyer (NBS)
Creative Director/Copywriter: Miguel Genovese (NBS)
Copywriter: Sidney Freitas (NBS)
Art Director: Jonas Khuner (NBS)
Art Assistant: Felipe Pires (NBS)
Account Management: Alexandre Grynberg (NBS)
Account Management: Ana Coutinho (NBS)
Account Management: Danielle Bacha (NBS)
Account Management: Beatriz Molinari (NBS)
Planning: Daniel Rimoli (NBS)
Project Manager: Maike Robert (NBS)
Approval: Ana Cristina Tuna (Hopi Hari)
Approval: Flávia Abreu Drummond (Hopi Hari)
Web Production: (Luego)
Activation: (Riot)
Media placement: . - . - .

Summary of the Campaign
Hopi Hari is Latin America’s biggest theme park. Every year it holds an event of suspense and horror. In 2010 the motto of the “The Horror Time” was The Wax Museum.
That subject needed to be kept hot in the diverse media during the period of the event. Plus, with no investment for sustaining the launch campaign.

The Situation
How to launch the event on social and specialized media and keep the subject hot for 3 months, namely, the period of the event?

The Goal
The objective was to increase the number of visitors to the park during the event, with a campaign targeted at young public aged between 14 and 18. The focus of the PR action was social media and opinion makers from social media.

The Strategy
The strategy was targeted at fans who were also owners of blogs and non-official communities of the Horror Time event. They acted as consultants and co-creators of the event. And the fact that Hopi Hari acknowledged them as official fans, granting them autonomy to serve as ambassadors of the event on the networks, was enough to motivate them to spread the subject spontaneously.

We created a jigsaw puzzle with pieces scattered across social nets in partnership with the owners of those communities and blogs.
They became part of the game by supplying clues and tips to complete the puzzle. We created an exclusive ride in the park for those who managed to put the clues together. Those were the first to enjoy the ride.

Documented Results
• 3,809,643 pageviews
• 25 percent more visitors to the park.
• horadohorror on São Paulo’s Trend Topics
• 13,260 followers on Twitter in 3 months