Welcome to the nightmare world of American Horror Story. This year, FX Networks launched a VR experience at Comic-Con San Diego to tease up the latest season of the horror franchise. Fans of the show got the chance to step into the AHS world with the HTC Vive.
IGN Called This the Most “Terrifying” VR at Comic-Con. It was so successful that it generated 200,000,000 social posts at the event.
Debuting publicly for the first time just outside the convention center at the Hilton Bayfront Park, FX built an immersive American Horror Story VR experience for fans inside a dark, ominous-looking silo.
North Kingdom, the creative agency, selected Groove Jones as the VR studio to help bring their vision to life. This was not an experience for the faint of heart. This was top-notch horror, and fans were given a glimpse into what was ahead in this year’s super-secret season.
After entering the silo, fans are taken into a room and asked to lie down on a bed structure. “Some people came out screaming, shivering, shaking, and laughing. Some people became pale and terrified,” said Creative Director and Partner of North Kingdom Daniel Ilic. Sounds of screaming can be heard outside of the silo.
The experience was one of the most popular attractions at Comic-Con, garnering over 200 million social impressions and over 440 million earned media impressions. Since then, thousands of fans have been able to participate in virtual horror from the comfort of their homes through the HTC Viveport.
A Multiuser Communal Experience
Five people at a time entered the room and took a spot on a set of tables configured into a star shape. An assistant in a white robe helped them to the position. Then, the VR experience began, and you were transported onto a hospital gurney, where you started the terrifying horror show.
The trip is tense, and fans experience fear, vertigo, panic, and claustrophobia. Going through the experience with multiple people increases the terror aspect. Every scream and whimper in the room just heightened the drama.
You Move from Terrifying Season to Terrifying Season
HTC Loved It
The company that makes the HTC Vive headset loved the experience and gave us props for the work we did. The social posts helped drive awareness around the campaign. After Comic-Con wrapped, the demand grew.
American Horror Story – Mobile Tour
After the success of the Comic-con activation, FX wanted to take the experience on a mobile tour. Groove Jones modified the background for the trip and helped with the redesign and implementation of making it on the road.
During the day, the truck moved from popular destinations throughout Southern California, such as Pinks, the Grove, and the Hollywood Forever Cemetery.
The experience occurred inside a modified trailer system, allowing two participants to experience VR simultaneously.
More Shots from Inside the VR Experience
Award Winning Production
2017 Shorty Award
Best in Social Media
Winner: Best VR Experience of the Year
Event Marketer
Gold EX Award
Winner: Best Use of Technology and Social