How Emerald Digital Created 865K Connections for Bane Haunted House in One Month

The Challenge

Increasing Local Awareness of Bane’s Newest NYC Location in Hell’s Kitchen

At the start of Bane’s campaign, Emerald Digital was challenged with the task of increasing local awareness of Bane’s newest location in Hell’s Kitchen, Manhattan, and increasing foot traffic during its primary month of October leading up to Halloween.

Bane’s team knew they needed the help of a full-service digital marketing agency with a team of social media experts to hone in on every gory detail of their brand and create captivating creative content to increase local awareness for its newest location and build excitement throughout the New York City community. Additionally, the Agency was tasked with creating multiple target markets within NYC and the Tri-State area to showcase both the traditional haunted house excursion and Bane’s “happy haunt” for children ages 4-12 and their parents.

As the scariest haunted house on the East Coast, Bane is known for pulling in crowds, but with a new New York City location, the haunted house knew it needed a reputable digital agency to more than double its crowd.

The Solution

Compelling Social Media Content That Reached The Right Audience At The Right Time, Generating Ticket Sales

Upon hearing about Bane’s challenges with their previous social media efforts, we devised a social media, public relations, and digital ad strategy to captivate different audience segments and generate action. After understanding the strategy behind creating content that would resonate directly with the varying Bane audiences, the Bane team placed their trust in Emerald Digital to implement and deploy a social media marketing strategy that worked to carry the gory, Halloween-themed Bane brand across all social platforms and expand its brand awareness, honed in on local audiences and built a steady flow of foot traffic for the haunted house’s weekly excursions throughout the month of October.

Emerald’s team of social marketers diligently worked to create out-of-the-box social content that wouldn’t only engage Bane’s audience, but also interest them in the fright of their life experience. We created communication funnels for each market segment, drove high-level awareness through public relations and awareness ads, consideration ads through retargeting, and drove sales by generating web traffic.