Every year Universal Orlando begins planning for the Halloween Horror Night event at the beginning of each year. But their most die hard fans wait impatiently for the announcement of each years theme or Icon. Universal does a really good job hyping up the event but they found using social media and their website to track where their fans are searching. Usually by late July the HHN website starts getting hits from fans looking for hints and tips of what is to come. They begin with a tease and a hint on what the theme is going to be. This past year was a speak easy with the icon character being Lady Luck. What they did first is sent out digital advertising to websites showing an eye looking through a peep hole. You clicked on it and it brought you to Universal HHN site with ticket prices and dates. But still no info on what theme was or a map of the park HHN event.
Universal then took to their Facebook by posting a question to it's fans seeing if anyone could guess what the theme would be. This generated more hype. This allowed them to see what people were thinking and how they felt about the event. Most fans posted they bought their tickets or asking each other ticket prices. As always there is a link to the HHN website that brought you to the general information of the event and videos of the past event. Then the company would take to their Twitter account and send out hints and tips of the event. This is still the process of getting the fans to follow of Facebook or Twitter. It looks like the company may utilize PPC on Facebook and or theme park related websites like Theme park insider etc.What these websites do is show you some digital advertising of the event. Once you click on it it takes you to the website with dates, ticket pricing and vacation packages.Universal has used these Social media and advertising and the PPC as part of their KPI. They found what works best for them when generating attention to their site. It is all about the planning before the big reveal. Once the Icon and theme is revealed then the Marketing begins to take of further. I am excited to see and where the advertisements will pop this year. I plan to keep a close eye on their twitter, Facebook, and their website closely. With apples iPhone, iPod touch and iPad, Universal is using digital iAds to help generate attention to their website and creating a App for the event as well. More to come on the Mobile and idevice advertising.
No comments:
Post a Comment