It’s mid-September but Halloween is front of mind at Universal Studios Hollywood because this Friday is opening night of Halloween Horror Nights 2013.
Halloween Horror Nights (HHN) is our annual nighttime event featuring entertainment geared toward horror-lovers and Halloween aficionados. We say the event is for ages 13 plus; it’s definitely not for children or the faint of heart.
For many of us at Universal Studios Hollywood the event has become a year-round endeavor. This is especially true for the core group of people leading the entertainment plans as well as for my team working on social media.
Facebook and Twitter have become amazing platforms for keeping fans engaged throughout the year — which means we have momentum heading into the start of the broad advertising campaign in September.
Universal Studios Hollywood held HHN in the late 1990’s but put the event on hiatus from 2001 – 2005. (Universal Orlando had it running throughout those years). My involvement in the event began with its return to Hollywood in ’06.
The timing of the ’06 return — coupled with the fact that digital has consistently been a primary communications vehicle since then — makes the history of HHN social media programs something of a mirror reflection of the history of mainstream U.S. social media.
Following is a summary of Universal Studios Hollywood’s HHN social media evolution.
2006, the re-launch year
MySpace was king.
As you may recall, Facebook was only opened to the general public in late Sept 2006. Up until that point it was restricted to students and select others. Its user base wasn’t yet large enough to be relevant to HHN marketing.
YouTube was more mainstream, having opened to the public in 2005. We dabbled with YouTube in Fall 2006, but MySpace was much more popular at the time and that’s where we paid the most attention.
The event was themed around a fictional character named The Director — a twisted, violent, blacklisted filmmaker who was out for revenge on the Universal Studios backlot. We created a MySpace page for the character, filled with videos, photos and other content that set up his back story and told of his appetite for blood.
The page was very 2006. Luckily, it was 2006. The page was a hit.
2007 – 2008
YouTube became the focal point of HHN social media engagement, while MySpace faded out.
While we continued (and still continue) to create videos for YouTube, 2009 marked the start of official HHN Facebook and Twitter accounts.
From the get-go we gave Twitter and Facebook their own voices and perspectives. Twitter is used to provide more of an “inside baseball” view of the event (which has been executed well largely thanks to the passion and commitment of the event’s creative director) while Facebook provides more general event news and related entertainment (e.g., via the posting of original horror-related images/memes).
On a personal level, the launch of these social programs led to what should probably be the only time my name is ever mentioned on Bloody-Disgusting.com
2010 – 2012
This period was marked by steady growth of the event’s Facebook and Twitter audiences, experimenting with YouTube video advertising, and the addition of social commenting on the Halloween Horror Nights website.
HHN Instagram launched in 2012.
New for this year is the start of HHN’s Instagram videos (the capability was launched in June).
Wow, a lot has happened in seven years. Who knows what’s in store over the coming years… for sure there’ll be ever more ways to share the HHN scares.
I must end with a very well deserved thank you to my teammates/co-workers who’ve contributed so much effort and creativity to all the above-mentioned programs.
(Disclosure and disclaimer: As noted in my bio and is obvious from the post, I’m an employee of Universal Studios Hollywood and am personally involved with the programs discussed above. All comments reflect publicly available information. Opinions reflected on this blog are personal and do not represent the opinions of the company).