discovery+ “Ghostober”

Halloween discovery+

The brief

discovery+ wanted to get more media, influencer, and consumer traction for their Halloween Ghostober October content – a run of paranormal shows available on discovery+

The distraction

This Halloween was the first big celebration in over a year due to Covid and so getting people to stay in and watch paranormal content over going out to parties was going to be difficult. discovery+ was also competing against big streaming hitters with family content and movies as well as reality from the likes of Disney+, Netflix and Amazon Prime.

How did we make our audience care?

We needed to create a unique experience that media and influencers wouldn’t forget and that their followers and readers would need to know about and watch so we came up with ScareBnb, a series of haunted hotel stays for media and influencers that they’d never forget. Booking one of the most haunted locations in the UK, Jamaica Inn in Cornwall, and organising a one-of-a-kind private ghost hunt for each of our guests, we made sure that sleepless nights were in order.

Over 48 hours, we had nine journalists and influencers come and stay at Jamaica Inn – consistently ranked as one of the top haunted properties across the UK with numerous ghost sightings. We welcomed guests with their very own survival hit – a discovery+ Ghostober personalised hoody, a torch, pumpkin scented candle, popcorn, trick or treat sweets and free access to discovery+

The action

  • 385,668 Impressions

  • 433 clicks to @discoveryplusUK

  • 8.4% Average Engagement Rate

  • 2 pieces of coverage, including a full page in the Daily Star

Ghostober ScarenBnB

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