Social Media Takeover with Karl Mossman
To kick off Halloween Season at Fear Factory, we launched a week-long character-driven campaign introducing Karl Mossman—a haunting yet endearing figure who "watches over the factory." This campaign was pivotal in transitioning away from licensed Hollywood characters and into our own original storyline centered around the abandoned Portland Cement Factory.
Key Campaign Elements:
Character-Driven Social Takeover: Karl "took over" our social media accounts, posting in his own eerie voice, replying to fans, and curating content as if he were editing it himself. Every caption, visual cut, and customer reply reflected Karl’s personality—bringing him to life across platforms.
Immersive Video Content: The campaign featured behind-the-scenes videos of the haunted attraction, teasers for our hands-on experience (Touch of Fear), and immersive storytelling that blurred the line between character and creator.
Brand Collaborations: We spotlighted San Diablo Churros in a themed vendor feature that showcased our ability to maintain Fear Factory’s tone and story while partnering with outside brands in fun, unexpected ways.
This campaign not only introduced a new era of in-house characters, but also deepened fan engagement by building a believable, interactive persona that extended beyond the haunt itself. Fans weren’t just watching a story—they were part of it.