Our objective was to promote the horror films programming from Space Channel called Frightening October that was broadcasted during the Halloween month.

People go to horror movies waiting and expecting to be scared.

The secret of a shock is surprise.

If we're selling frightening, we must do what we do best: fright people.

We prepared a surprise so frightening as the films themselves. Making the horror invade the radio station programming.

Our media department negotiated and made a partnership with UCI Cinemas in 12 rooms during 4 weekends.

The premiere of our stunt performance was at the movie The Conjuring and The Paperboy along with other horror/young movie sessions.

The participation of the Movie Theaters employees were crucial.

At each session, just before our commercial start, we turned the lights off.

The switch off was synchronized with the start of our ad.

A huge blow was heard.

The unsuspecting viewers were surprised as we we turned off the theater energy.

They felt as the power really went out.

Then a whole horror story was played only using the Dolby Surround Sound.

The audio created an atmosphere as if the theater was being invaded by creatures and maniacs.

A the end, the movie screen lit up with the tagline: "It's just the beginning" announcing the Frightening October.

This was the third Frightening October of Space Channel and the audience more than doubled, increasing by almost 150% if compared with the previous year. It was a direct result from people commenting about it and PR strategy that helped disseminated the idea with the target audience.

Countless blogs and news sites reported and talked about the Frightening October like never before.

The best is that not only the audience increased.

But younger people are considering to watch Space Channel on a daily basis.

As a result, our client is being considered three times more often by agencies that want to announce and talk with our target.