The main objective of our campaign wasto build an awareness of Spooktacular as an annual signature event for Sentosain October, and ultimately to drive ticket sales for the event. We wanted tocreate top of mind recall among our audience and for them to look forward to theevent every year. Considering the behaviour of our target audience as well asthe small media budget, traditional media was not the way to go.
 
Hence, the aim was to generate word ofmouth and viral marketing prior, during and after the event. To break throughthe clutter of various competing Halloween events, we had to engage ouraudience creatively on a digital platform.   

The result exceed our target. Within two weeks we attracted more than 30,000 visitors with over150,000 page views. In total, we attracted >45,000 visitors with over 200,000 pageviews. The newly set-up Facebook Fan page also attained 3200 fans and moreimportantly, ticket sales exceeded our target goal. Twoout of five event dates were sold out prior to the start, and eventually, alltickets to the events were sold out. This adds up to more than 10k ticketssold for the five event dates representing double the sales target. Out ofwhich, the online ticket purchases accounted for more than 40% of the overall ticket sales and within the first week of launching thee-ticketing system, the allotted event tickets were completely sold out.