In 2023, following a bankruptcy, Party City had one mission: prove they could take Halloween to new levels of scary to become the go-to destination for all things costumes and decor. After our stellar Media team secured the business, I led a small and daring team in securing incremental Creative scope to help Party City regain their creds as THE Halloween destination.
We launched Dare to Scare with three jump scare prank videos using exclusively Party City SFX makeup, props, decor and costumes to scare real unsuspecting people arriving for ‘market research’. Naturally, we had to partner with Buzzfeed to create sponsored content that really honed in on the scares.
Check out the full :15s jump scare videos below! IF YOU DARRREEEE MUAHAHAHAHA (sorry, had to). The pranks gained lots of buzz online and were even featured in AdAge.
We gave fans and viewers plenty of scary inspo through our Influencer content, and also crafted an immersive 360 shopping experience on Pinterest .
This was such a fun one, plus, the resulting campaign won 5 Golds at the Muse Creative Awards in the Spring of 2024. Anyway, here’s some fun BTS including me with a zombie YOU’RE WELCOME.