“A marketing activation done not only right, but done memorably and ambitiously. It provides the type of lasting impression that will keep guests talking.” Haunting Magazine

IHC CREATED THE FIRST EVER IMMERSIVE HORROR HIGH SCHOOL KEGGER TO CELEBRATE THE RELEASE OF MA STARRING OCTAVIA SPENCER

To promote the Blumhouse release, MA, starring Octavia Spencer, Universal Studios enlisted IHC to recreate Ma’s House for a week-long schedule of activities including the press junket, influencer meet & greet, an immersive horror house party experience and overall be a hub for promotional content capture.

The activation was met with rave reviews from attendees. Throughout the course of the night, 450+ guests attended the Horror House Party and nearly 100 influencer-level attendees posted during the event.

“This is one of the coolest and trippiest things I’ve been to!” - Rebecca Black

PRESS JUNKET

Three rooms were transformed inside the Beckett Mansion to serve as hero spaces for the press junket. Our work included conceptualizing and fully redecorating each of the rooms to match the set from MA. Over the course of the junket, IHC was available to help with any issues or last-minute production questions.

#PARTYWITHMA INFLUENCER HOUSE PARTY

After the junket, we threw an epic party that transported attendees to the high school ragers of Ma’s basement, creating a memorable night fueled by nostalgia (and Jello shots). Decked out with string lights, kegs, beer pong tables, DJs, photo opps, and a food truck serving Pizza Bites, a nod to the film, the night kicked off with a meet and greet with Academy Award winner, Octavia Spencer for select influencers.

With a cast of 25 actors, guests could never be too sure if they were talking to a fellow party-goer or someone in character, all dedicated to creating a fun atmosphere. These characters started games of spin the bottle, flip cup, suck and blow and they were always down to shotgun a beer.

HORROR EXPERIENCE

Serving as the centerpiece of the evening was a horror experience, spanning 13 rooms across three floors, tied directly into the narrative of MA, incorporating elements from the movie throughout.

The horror theater was fully immersive from start to finish. As guests wandered through the party, they heard stories from the planted actors that things were off at Ma’s house and people had gone missing…

Then one of them playing the role of a high school student, would approach guests and invite them to come help her look for her friend Rachel’s “secret stash.” Guests were invited in groups of 4-6 people to explore Ma’s basement which subsequently led them upstairs to discover things were definitely not as they seemed. Lasting about 10 minutes, guests were chased down the second floor stairs back into the main party.

RECAP

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