Quilmes:
Zona Paranormal

WE BROUGHT HALLOWEEN TO ARGENTINA WITH AN IMMERSIVE HORROR EXPERIENCE FROM JASON BLUM’S BLUMHOUSE PRODUCTIONS

Overview

AB InBev wanted to sell more beer in October, so we had them celebrate the “Fun of Fear” in Buenos Aires with Argentina’s biggest beer brand, Quilmes. To create this multi-dimensional platform, we partnered with one of the most successful horror producers of all time, Jason Blum, and his company Blumhouse Productions. The campaign created a cultural phenomenon nationwide.

Elements

The centerpiece was a 30-day live experience called Zona Paranormal in an abandoned warehouse, featuring live performances and Hollywood-level set design/special effects around an original narrative inspired by local legends.

Outcomes

The promotion included a mix of TVCs, OOH, digital, social, and trade activations, many of which had a unique scary component. The event sold out within 24 hours, and the campaign generated over 10mm views of content across social, an 800% increase in site traffic, an 18% increase in retail sales, and a 30% sales lift in bars.