January 15, 2013

Sentosa Spooktacular 2012 (Viral Digital Activation)

Key Metrics

Facebook Impressions
Viral Pranks Pulled


Spooktacular is an annual Halloween event hosted on Sentosa Island, Singapore, since 2010. In 2012, faced with rising competition from newcomers like Universal Studios Singapore, the team at Mandate Communications had to devise a strategy to set Spooktacular apart from its rivals. 

Our goal was to establish a unique and captivating experience that would resonate with our target audience, securing a special place in their hearts and minds for years to come.

My Role

  • Idea and Conceptualisation
  • Creative Direction
  • Flash Animation


Best Idea - Viral for “Sentosa Spooktacular 2012”
Best Idea - Viral for “Sentosa Spooktacular 2012”

Marketing Magazine’s Marketing Agency of the Year Awards

Gold in Excellence in Branded Content for “Sentosa Spooktacular 2012”
Gold in Excellence in Branded Content for “Sentosa Spooktacular 2012”

Best Idea - Viral for “Sentosa Spooktacular 2012”

The Challenge

Our mission was to reposition Sentosa Spooktacular as the ultimate 'Asian' Halloween event, renowned for being both the scariest and most entertaining experience. To achieve this, we needed a fresh approach to engage and captivate our young target audience through digital channels. 

The time had come to push boundaries and deliver a unique, groundbreaking experience unseen in the market.

Our primary objective was to activate our audience in the lead-up to the event. By doing so, we aimed to spark interest by showcasing Sentosa Spooktacular as the go-to destination for a thrilling and unforgettable Halloween adventure with friends.

Imagination & Innovation

We made creative use of mobile technology, and create a campaign that allowed people to share our prank call with their friends with ease. 

By connecting to Facebook, our audience could easily choose their "victims" from their Facebook friends list, enter their friend's mobile number, add a personalized message, and post the link on their friend's wall, daring the "victim" to sit through and brave this scary encounter.

When the link was opened, the new "victim" would be directed to a fake scary video hosting website, and would get the fright of their life!

We crafted a homemade-style short video that depicted the unfortunate adventure of a group of teens who broke into Fort Siloso's tunnels at night, encountering eerie occurrences, strange sounds, and unexplained events. 

The video climaxed with a ghastly hand picking up a victim's dropped phone. As the viewer watched the phone being picked up, their actual mobile number would appear on the screen, and the entire web page would transform into a spine-chilling ghostly experience. Ghosts started trying to break through from the 'other side,' and a blood-written message appeared, urging the viewer to answer their phone!

To heighten the fear factor, the viewer's phone would suddenly ring, and when answered, an eerie voice would dare them to 'come play' at Spooktacular from both the video and their mobile phones.

The Viral Effect

After the prank call, we revealed Sentosa Spooktacular, inviting those pranked to join us at Singapore's scariest and most fun Halloween event. We also encouraged them to keep spreading the fear through social media because who doesn't love a good prank on their friends?

For any aspect of self-improvement, there has to be a reason for you to start and keep going.
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