ORLANDO, Fla. – This year, the chills of Halloween Horror Nights expanded beyond the park gates, haunted houses and scarezones. Universal Orlando Resort and SinglePoint partnered to leverage mobile technology to further immerse guests into Halloween Horror Nights. Participating guests were able to choose their own queue line adventure, receive up-to-the-minute event information, get exclusive content and much more.
Haunted House Queue Line Adventure
The haunted house queue line adventure gave guests waiting to face their fears at the haunted houses the opportunity to experience a chilling, interactive adventure specific to that house. By texting the dedicated house keywords, guests were led through a unique adventure where they would determine the outcome. At the conclusion of the game, guests received a keyword that encouraged them to register in a sweepstakes in which they could win prizes, including 46” Sharp Aquos LCD television sets.
During the duration of Halloween Horror Nights, the haunted house queue line adventure received more than 100,000 plays and included more than 12,000 guests texting the keyword to find out more about the sweepstakes.
In-Park Alerts
More than 2,000 park guests signed up for Halloween Horror Nights in-park alerts. These text messages gave guests in-depth information about the event, including specific show times, and haunted house and attraction wait times.
Halloween Horror Nights Alerts
Leading up to the opening of Halloween Horror Nights 18, guests were able to receive website updates, ticket offers and other event information directly to their mobile phones by texting “HHN” to 64646. These alerts were sent to a database of 15,000 guests, all of whom had signed up to receive these alerts.
HHN WAP (Wireless Application Protocol)
With approximately 380,000 page views, the Halloween Horror Nights WAP site was a key component of the Halloween Horror Nights 18 mobile media initiative. This site allowed guests to log on to www.halloweenhorrornights.com right from their mobile phones. Guests were able to look up event dates, times, ticket prices, driving directions and review Halloween Horror Nights haunted house images.
HHN Mystery
This year, more than 3,000 participating guests signed up to help solve the underlying mysteries of the Bloody Mary urban legend for Halloween Horror Nights. Guests were directed to a dedicated website, www.legendarytruth.com, where they received up-to-the-minute information about the mystery. Guests also received e-mail and text message alerts featuring clues and in-park meeting locations to help them solve the mystery.
About SinglePoint
SinglePoint provides media interactivity and mobile advertising to a total audience of more than 260 million North American wireless subscribers. Powering 84% of television to mobile interactivity in North American today with over 60 million television-driven iTV transactions processed in the last six months, SinglePoint works in partnership with entertainment, media companies, brand managers, advertising agencies and mobile networks. Current media partners include Viacom (VH1, MTV, CMT, BET), NBC Universal (Bravo, Oxygen, SciFi, CNBC, MSNBC, Telemundo, USA Network), CBS Corp., The CW, and Fox Networks. SinglePoint offers a full suite of services that make it fast and easy to create, launch and manage mobile driven interactive TV campaigns and standalone nationwide campaigns. The full suite of offered services include TV/Web/radio voting and polling, text2screen, text and multimedia message ad insertion, advertising video overlay, ticketing/coupons, video streaming and download, billing, reporting and analytics. Investors include Ignition Partners, Intel Capital, Madrona Venture Group, Northwest Venture Associates, Rally Capital LLC, and SeaPoint Ventures. For more information, visit http://www.singlepoint.com.
*Refers to percentage of TV transactions in the second half of 2007. Source: Nielsen Mobile, Premium SMS Report, March 2008.
Universal Orlando Resort
Universal Orlando Resort has created some of the world’s most innovative theme park attractions based on pop culture’s most compelling films and stories. Guests experience two exciting theme parks – Universal Studios and Islands of Adventure as well as Universal CityWalk, a 30-acre restaurant, shopping and nighttime entertainment complex; and three magnificently themed on-site Loews hotels – the Loews Portofino Bay Hotel, Hard Rock Hotel and the Loews Royal Pacific Resort. Flagship experiences featured in the theme parks include “The Simpsons Ride,” “Revenge of the Mummy – The Ride,” “The Incredible Hulk Coaster” and “The Amazing Adventures of Spider-Man.” More information is available at www.universalorlando.com.
MEDIA CONTACTS:
Universal Orlando Public Relations
(407) 363-8220
http://media.universalorlando.com/halloween
For SinglePoint
Matt Meeks
Bender/Helper Impact Public Relations
(310) 694-3135 – matt_meeks@bhimpact.com