Showtime Offers a Window into Victorian-era London
To help promote the first season of its new horror series “Penny Dreadful,” Showtime enticed consumers and generated a sense of mystique with the creation of interactive window displays that featured scenes from a Victorian-era street in London, complete with horse-drawn buggies, bats and pedestrians wearing Victorian clothing. The objective of the activation (besides scaring the wits out of participants) was to acquire a mainstream entertainment audience, as opposed to hardcore horror fans.
Accordingly, the brand aimed to capture each onlooker’s attention through a series of depth-measuring lasers that tracked the passerby and subsequently produced a shadowy silhouette within the “Penny Dreadful” world that was portrayed via new display technology known as Live Vinyl. If participants were brave enough, they could even take a peek through the peepholes in the vinyl for scenes from the show.
The window display also included cinema graphs in an animated GIF format of the show’s main characters, which were programmed to move their eyes when lasers detected a pedestrian walking by (shiver!). Next, users were then instructed to “push” a button on the vinyl to begin recording their own animated GIF, which placed them in a scene from the show, during which a virtual vampire suddenly crept up from behind. Participants could then enter their information to share the experience socially.
The spooky activation did anything but cause pedestrians to run and hide. In fact, passersby in each city totaled 270,737, including 136,348 who viewed the “Penny Dreadful” trailer and 52,068 who ventured a look into the peephole.