The tailor-made Click or Treat was developed – with aftonbladet.se as a platform – to scare the target group when they least expected it. All you had to do was pick an article that suited your victims interests, and extend the URL with ”?Bu=uu” (booo in Swedish) before forwarding it. No link was safe.

Using the technology in this way we added unpredictability that lasted over time.

We used Sweden’s biggest news site, aftonbladet.se as a platform for the campaign and launched Click or Treat about a week before the Halloween premiere at Liseberg. The campaign was active online between October 19-24. In the launch phase, we also revealed the instructions (which described how to scare your friends) to everyone registered for the Liseberg Halloween Event on Facebook. Then, the campaign caught fire and began to live its own life.

In the first two days we scared 10,000 people. And we attracted 200,000 visitors to the park in nine days, twice as many as expected.