Dreamworld launches marketing campaign for new horror attraction

Set to embrace the growing horror entertainment trend with the launch of a new attraction on Friday 13th September, Gold Coast theme park Dreamworld has released a narrative-driven marketing campaign, 'Join the Evilution'.

Produced by Emmy and BAFTA award winning digital creative company, Hoodlum, 'Join the Evilution' is phase one of a three-tiered campaign.

Building from a rich and complex story world created for the attraction by world renowned 'Scare Master' Lynton V Harris of Sudden Impact Entertainment, Hoodlum have created an interactive Facebook connect video that places the audience at the heart of the story.

Introducing the campaign, Dreamworld General Manager Marketing & Sales Kathryn Valk explains "our 'Happiness' rebrand has been incredibly successful and we wanted to find a way to interpret the depth of this new attraction without dulling down its sinister appeal.

"Through this campaign we are hoping to directly communicate with a very targeted audience."

Hoodlum Chief Operating Officer Nathan Mayfield adds "all of the messaging employed during the social rollout will be heavily focused on placing the audience at the centre of the story. The user will feature in key scenes throughout the Facebook connect video.

"We have also carefully crafted our user journey to capitalise on this personalisation to successfully migrate audiences to target platforms once the video experience is complete."

The new attraction will be New York-based Harris' first new attraction in Australia since 2011.

The 'Join the Evilution' Facebook campaign can be viewed at www.kevilhill.dreamworld.com.au/

12th June 2013 - GAMING ATTRACTIONS ANTICIPATE ‘ZOMBIE’ TREND

3rd October 2011 - MOVIE WORLD LAUNCHES FRIGHT NIGHT EVENTS

30th April 2009 - DREAMWORLD LAUNCHES THEMED LASER TAG ARENA

13th November 2008 - PRISON BREAK AT ADVENTURE WORLD

5th September 2008 - DOUBLE PREMIERE AT DREAMWORLD 

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