One Agency and One Events have released some hair-raising figures for the success of 2024’s Scare City activation, which again took over the abandoned Camelot Theme Park in Chorley for a spot of Halloween horror.
One this year redeveloped six zones, and introduced three new zones named Arakhne, Contained, and Reapers Ranch.
The scares were amped up, creating a blood-curdling narrative to add to the immersion, and 4D sensory elements were added to the zones. Upon entry, visitors could purchase an ID tag enabling cameras to track them as they navigated the dark twists and turns. The lucky few who made it out of the other side received a video of themselves blindly running through the zones, as a token of their bravery.
To build excitement this year, One enlisted expert help, sending out 20 Scare City branded cakes to influencers in exchange for coverage on their social media. For a cost of just a cake per influencer, some incredible social attention was achieved, reaching target audiences in the masses, and driving early ticket sales.
As a result of the annual press night and journalist coverage came 29 pieces of coverage with a combined online readership of 62,000,000, 415,000 estimated online views, and an estimated 188,000 social views.
The result of One Agency’s and One Events’ combined efforts included:
- Sell out event with 32,498 tickets sold
- Over £1,000,000 in revenue
- Established relationships with over 130 locally sourced, professional actors
- 10 viral videos (views over 50,000)
- 6,205 new followers across Facebook and Instagram
- 4,672,247 views across Instagram and TikTok
- 225,600 profile visits across Facebook, Instagram, and TikTok
- 897,189 accounts reached across Facebook and Instagram
- 173,596 content interactions across Facebook, Instagram, and TikTok
One said in a statement: “We achieved some incredible social results this year, a great success considering the limited seasonality of the event. We implemented a brand new social strategy centred around powerful storytelling and graphic imagery.”
Turning to 2025’s event, the agency added: “As Scare City 2024’s frights retreat into memory, 2025 beckons – an unwritten chapter waiting to thrill, haunt, and surprise. Only time will tell. Until then, err on the side of caution.”
