We took advantage of a free and highly effective media channel that no one ever used – the vehicle’s reverse camera.

Unsuspecting drivers were spooked by an image of a zombie in their camera screen. A closer inspection of their reverse camera featured a zombie cut-out and a call to action to visit Scream Park for more scares.

We recorded videos of the drivers’ reactions and posted it online.

• By spending $0 on media, we leveraged a screen that people looked at every day, and transformed it into a new media channel

• The video helped garner free and earned media

• Within 4 weeks of the campaign, the number of visitors went up by 21% with sold out tickets every weekend