This project was awarded a Silver Medal for Best Branded Content at the Never Zapping Festival, the only festival whose votes are entirely cast by a popular jury.

Advertiser: NBC Universal

Brand: SYFY

Campaign: Second season premiere ‘Midnight, Texas’

What did they ask us for?

The science fiction channel, SYFY, premiered the second season of ‘Midnight, Texas’ and asked us to carry out an activity that that bring the series’ universe to life and generate buzz on social networks.

In addition, we wanted to amplify the premiere with an outdoor campaign that could take advantage of Halloween.

What did we do?

•  Together with Pepelu Viñas we devised a concept that involved a hidden camera that would mean we could bring the Midnight universe into reality. Using a petrol station as the main scenario, we introduced different victims to a mysterious situation where they became participants in a number of paranormal events.
•  Under the guise of attending a party, the victims were taken by different plants to the service station, where, while the plant waited, the victim went to the counter to buy ice. Once inside, the door was locked and they were placed in a completely surreal situation: explosions, an old woman who puts several people in an unconscious state and leaves them on the floor, and even a shop assistant thrown against a wall. You can watch the video in the at the top of this post.
• The outdoor campaign saw us bring the Midnight world to Halloween. To do this, we morphed a simulated advert for perfume that went through a transition to end as the premiere advert for the series.

What results were obtained?

As of February 7, 2019:

• Almost 3,000,000 views
• Almost 20,000 shares
• More than 40,000 interactions