DStv went beyond the expected scary horror-movie content this past weekend as they noted there’s been a definite rise in popularity of Halloween locally. Once just seen as a Western celebration, trick or treaters were out in full force on SA streets on the evening of Monday, 31 October – and so was a pack of ‘night runners’, as DStv launched their first ever Halloween Night Run. Taking place at the PwC Bike Park in Bryanston, Johannesburg, the event attracted over 200 runners in an immersive Halloween thriller experience, featuring live actors in special effects and live sets of scare scenes on a trail filled with zombies, gore and unexpected twists under the full moon.
But this wasn’t a free-for-all: prospective runners had to first prove their interest by completing an online quiz to test their survival instinct (and knowledge of DStv Halloween content) to take part.
Nomsa Chabeli Mazibuko, general manager for marketing at MultiChoice, explains that the diverse South African nation takes pride in its differences, so Halloween has become a much-loved day on the country’s calendar.
In particular, she says: “Lovers of the horror genre have been exposed to Halloween-related content for years through watching DStv. Every year we bring horror festivals and we also curate content to help new audiences discover content without having to search for it.”
Explaining how consumers expressed their interest in a Halloween event of sorts, Mazibuko says DStv is committed to finding new and innovative ways to excite and engage their customers, and through various consumer events it became apparent that their consumers love real-time experiences that create long-lasting memories.
The DStv Halloween Night Run was thus part of a 360° marketing campaign comprising the on-air Halloween festival; a digital element which included a consumer competition, a word-of-mouth element and ultimately the experience itself.
Mazibuko says it was “the ideal opportunity to connect the audience with great content by bringing it to life in a fun and engaging way,” while also building brand love and lasting relationships with its customers, as consumers in general have an increased appetite for experiences and want to feel intrinsically connected to brands. Based on this, they wanted to bring their customers an up-close experience with the most captivating scenes they’ve come to enjoy and experience on TV.
The night run succeeded in giving DStv customers an experience to remember as it brought participants face-to-face with what Mazibuko calls: “terrifying Halloween-related content”, also giving them the opportunity to create and tell their own stories.
Tell their own stories they did, with influencer and model Twiggy Moli tweeting:
I've never been so traumatized in my whole life. I was literally in a horror movie. I cried during tonight's #dstvhalloween night run. ☹️
— Tshepang Mollison (@TwiggyMoli) October 31, 2016
With this the inaugural DStv Halloween Night Run, Mazibuko has taken these comments to heart, explaining that the team hopes it will become an annual event that customers look forward to every year. She says they’re always on a mission to push the boundaries and come up with special ways of engaging with customers, and the DStv Halloween Night Run may just set the tone for the local entertainment landscape.
All in all a thrilling event with on-screen horror lurking in the dark and an example of how to create a truly immersive content entertainment experience. Find out more by tracking the #DStvHalloween hashtag.
