In order to bring the spirit of Halloween to Argentina in an authentic way, Zona Paranormal tapped into the local folklore of the Recoleta Cemetery in Buenos Aires. The immersive horror experience was built in an abandoned warehouse, and was designed as a dark maze that brought consumers through a linear sequence of 7 uniquely terrifying rooms. Groups of 6-8 people worked together in each room to solve a horror challenge that would allow them to move on through the experience. At both the outset and completion of the experience, guests were treated to Quilmes beers at two customized horror-themed bars. For the 125th anniversary of Quilmes, which coincided with Halloween itself, guests were invited to an epic horror celebration complete with a zombie-themed “Thriller" choreographed performance.

Lead by Hollywood’s greatest live special effects team at Blumhouse Productions, the production combined highly technical scare effects with theatrically trained actors, make-up artists, and set-designers to create a fully immersive horror experience.

Built entirely from scratch in an abandoned industrial space, the seven-room escape and maze experienced included a highly sophisticated control board managed by a back of house team who were able to activate real time scares to guests in the maze.

A cast of 30 actors used both scripted and improvisational acting to immerse guests in the Argentinian folklore and help them escape each room’s test.

Two customized bars were built for both the initial waiting area, and post-experience celebratory experience for the guests.

• 1 month of activation – over 10, 000 people – sold out within 24 hours of launch

• Lift in the Quilmes brand in bars 31% during campaign

• Lift of Quilmes sales in retail by 18.6%

• Lift of the Ab InBev portfolio sales in bars by 23% during campaign

• Lift of AB inBev porfolio sales in retail by 10.6%

• 800% increase in website traffic

• Over 12 million views of assets only on YouTube