I love how the MCM program at USC integrates to produce a multi-dimensional learning experience. I am currently in CMGT 510 studying campaigns and how they are structured to persuade and influence consumers. In my campaign review paper, I talk about FX and their creative marketing behind American Horror Story season six.
FX tapped into the depths of the horror fan psycho-graphic for this campaign in an effort to boost ratings in the coveted 18-34 demographic. They set their team to work researching 500 sub-genres of horror movies and cataloging, dare I say coding, imagery from those films. Can you imagine the code book for this project? I would love to see it! Their aim was to find the images that would resonate most with horror fans.
FX released 24 fake campaigns and one real campaign based on horror movie research.
The result of the research revealed some of the most recognizable and iconic images in horror history. They used it to create a campaign which was shot in four short days and included everything from creature creating mist, to Nosferatu, spiders, scorpions, rakes dragging across hard wood floors, baby cribs, swamps, and everything in between. As a horror fan, I remember looking at the campaign unfold and becoming quite nostalgic. It was engaging, suspense-creating, and authentic to the horror genre. I felt American Horror Story season six, whatever the theme, was going back to horror’s roots in some way. I was definitely waiting with bated breathe for the premiere.
How about you? What do you think about how American Horror Story researched horror fans to pull off the ultimate mystery and possibly one of the most social integrated marketing campaigns of all time? Comment below.
Before you do, check out the campaign video summary. It’s rather gripping.
More reading:
Bradley, L. (13 September 2016) Inside FX’s insane, mysterious, marketing campaign for American Horror Story season six. Vanity Fair. Retrieved June 13, 2017 from http://www.vanityfair.com/hollywood/2016/09/american-horror-story-season-6-teasers-interview
Strause, J. (13, September 2016) American Horror Story: FX marketing boss talks misdirecting promos and twisty turny season 6. The Hollywood Reporter. Retrieved June 13, 2017 from http://www.hollywoodreporter.com/live-feed/american-horror-story-season-6-premiere-spoilers-theme-928048
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