FX Networks Teases Horror Series 'The Strain' with VR - Event Marketer

FX Networks Teases Horror Series ‘The Strain’ with VR

ETA_SingleTech_B2C_Strain_2015
Brand: FX
Awards: EVENT TECHNOLOGY AWARDS — BEST USE OF A SINGLE TECHNOLOGY (B-TO-C)
Year: 2015

To give its horror-drama series “The Strain” a boost in viewership as it headed into its second season, FX Networks headed to Comic-Con San Diego with a virtual reality experience that invited attendees to “Survive the Strain.” But this was no mere show floor activation.

FX built a warehouse similar to one featured in its virtual reality experience in a park outside the San Diego Convention Center and, over the course of four days, led groups of six attendees inside to view a two-and-a-half minute live-action virtual reality piece featuring an actor from the show. The mission: immerse current and prospective fans of the show deep into “The Strain” world.

3D sound enhanced the experience and guided participants where to focus their attention. Each of the six viewing chairs were outfitted with 4D elements, from rumble packs that could simulate movement and mimic a heart beating faster, to ventilation hoses hanging from the ceiling that blew warm and cool air directly upon the participant. All of the chairs were synced with a custom app so that everyone saw and felt the same thing at the same time.

The four-day event generated long lines, 137 million social media impressions and an additional 32 million p.r. impressions that included articles in Rolling Stone, Fortune and USA Today.

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