Creating Demand, REC, the movie, Experience Fear Booth


Rec the movie is a Spanish horror film, it is about a television reporter and her camerman who are covering a night-shift at a small town fire department when they get called out to rescue an elderly woman trapped in her apartment. Upon their arrival at the scene, the calm midnight air is pierced by the sound of horrific screams, and the television report takes an unexpectedly dark turn. Watch the trailer here:

SWhilst sitting around in our usual brainstorming meeting we got very excited about the possibility of creating an Experience Fear Booth. Our target audience would be 18-35 year olds. The booth would be a 1.5m x 1.5m insulated box with branding on the outside and a TV where onlookers can see the response of the fear victims inside the booth. When you enter the booth, it is completely pitch black, you press a button to begin watching the modified trailer, there is surround sound all around the booth with different noises coming out of different speakers and then a hand grabs your legs through the specially made area in the box. An infar red camera is watching your every movement.

As a screamer you get a certificate for surviving the Rec Fear Booth and to take it one step further the person who experienced the most fear will win a prize – this person’s face will appear on the front page of the next day’s paper.

We are in the business of highly targeted activity, so we would take the booth to shopping malls, place it inside HMV or Zavvie and take it out at night near popular nightclubs.

So, what you would do, go into the booth or stay out of the booth? Give us your thoughts.

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