Our goal for Asylum 626 was to produce a truly integrated site that would make the scare more personal. The more access a person gave us into their digital lives, the scarier the experience. By utilising webcam technology, Facebook Connect, Twitter and real-time video capture, we further blurred the line between the virtual and the real-world.

By promoting through horror channels, and utilising social networks to involve friends, our creative approach gave teenagers a personal scare they never expected. We sold nearly 5 million bags, had 850,000 visitors from 178 countries and had over 18,000 Twitter mentions in just the first four months.