Halloween House

Grupo Modelo wanted to activate the gaming and influencer territory with one of its brands, Michelob Ultra Hard Seltzer, and to do it in a genuine way. It asked Mashin for several ideas and picked this one.

The condition was that the activity happen live on Halloween night 2021. The agreed goal was for people interested in the activity to interact on the influencers' social networks and to attend the stream to watch it live.

Halloween House (Grupo Modelo, Mexico, October 31 to November 1, 2021): three streamers spent Halloween night in a haunted house and a live broadcast showed what happened to them. Mashin was in charge of creativity and project management, alongside Local Games on streaming, Donostia on event production and Truly on influencer marketing.

The streamers were Alkapone, Skyshock and Delt4Forc3, and Alberto del Arco joined later as a paranormal investigator. The script for the situations that would happen in the house was written, and the house was technically designed so that the supposedly paranormal experiences could take place. The streamers did not know what was going to happen.

Before midnight there was a party with micro influencers who were friends of the main talents, and more than 10 social media pieces inviting people to the event were made for the week before. During the event, the paranormal actions were used up faster than expected and Mexico set its clocks back one hour that night, so it was decided on the spot to end the broadcast earlier, when the most people were watching. The abrupt ending was planned from the design stage, and the event had a document covering possible setbacks (internet or power outage, accidents) and how to resolve them.

Mashin ruled out three alternatives: high-profile influencers who did not know each other, a ruined house and acting.

The existing relationship among the streamers took priority, even if that meant adding talents without many followers. A real, lived-in house was chosen, for safety and so the stream would not suffer. Improvisation was preferred because the streamers are not actors, which kept what viewers saw credible.

The Halloween House broadcast reached 103,418 people watching concurrently on November 1, 2021, according to the stream monitoring.

When the broadcast ended, Halloween House was the number 1 trending topic on X (Twitter at the time) on November 1, 2021, according to X, organically and without seeking it.