FX geared up for the release of its new 10-part horror series "Grotesquerie" with a trilogy of spine-chilling marketing events.
Made in collaboration with NVE Experience Agency, "Symphony of Screams" took to the streets of LA, Nashville, and New York City, putting up three "scream chambers" to record the wails of fans.
Available for one day only on Friday the 13th, the harvested screams will be turned into a scary song by Grammy Award-winning producer Blate Slatkin, who has collaborated with stars such as Charli XCX and SZA.
The horror series will premiere on FX and Hulu on September 25.
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Horror fans unable to attend need not fear, since FX is giving willing participants the chance to be featured by uploading screams to Instagram or TikTok with the hashtags #SymphonyOfScreams and #GrotesquerieFX.
According to Kenya Hardaway Green, VP of Integrated Promotions at FX Networks, collaborating with NVE Experience Agency allowed the network to create out-of-the-box ideas that had more potential to connect with fans.
Hardaway further expounded that the campaign smartly uses the "byproduct of fear" to create art.
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The campaign will also include a dining experience titled "The Feast," with a special tasting menu from chef and restauranteur Tim Hollingsworth in two locations:
- Los Angeles at the Hollywood Athletic Club on September 19
- Angel Orensanz Center in New York on September 25.
Slatkin's special Grotesquerie-inspired piece will also debut at the event.
The campaign is a great example of experiential marketing. Its creative use of sensory materials takes it to the next level, elevating fan immersion to create an unforgettable brand experience.
Teasing the Terror
The full trailer for Grotesquerie launched on September 4, gaining over 5 million views in less than two weeks.
Created and produced by acclaimed showrunner Ryan Murphy, the series stars Niecy Nash-Betts and Micaela Diamond as a detective and a nun tasked with solving a series of small-town murders.
Joining them are Courtney B. Vance, Lesley Manville, Nicholas Alexander Chavez, and Raven Goodwin.
The show will also star Kansas City Chiefs tight end Travis Kelce, who seems to be everywhere these days.
Last week, he was featured in a star-studded Pepsi commercial with Megan Thee Stallion and NFL players Josh Allen, Derrick Henry, and Justin Jefferson.
Editing by Katherine 'Makkie' Maclang
