Sure! Here is the translation to American English:
The campaign ‘The House of Madness’, designed by the Fandom Agency, has become a true phenomenon in the province of Barcelona, establishing a new standard for Halloween celebrations. This event, considered the first immersive transmedia production ever held in a shopping center in Spain, has attracted over 100,000 visitors, resulting in a remarkable 30% increase in sales compared to the same period last year.
The La Farga Shopping Center, located in L’Hospitalet de Llobregat, was the setting for this intriguing experience that began to take shape in September 2024. It all started with the appearance of strange creatures that prompted the Catalan Association of Cryptozoology to investigate the phenomenon. Following the mysterious disappearance of two of its members, the community began to feel uneasy, which led to the emergence of an enigmatic character who proclaimed that the shopping center would be renamed “The House of Madness.” The atmosphere transformed with over a kilometer of spider webs and gigantic insects, culminating in a grand parade on October 31, which saw participation from 22,000 people.
The ambitious campaign not only stood out for its striking deployment, which included more than 150 media mentions and an effective strategy with influencers and social media, generating 2.3 million impressions. It also succeeded in refreshing the image of the shopping center, which was recognized by the Spanish Association of Shopping Centers with the award for Best Large Marketing Campaign, one of the most prestigious accolades in the industry.
Esperanza Pérez Lázaro, partner and marketing director at Fandom Agency, emphasized the importance of creativity and effectiveness in these types of initiatives. “It was a global campaign that demonstrates how actions like this are key to repositioning a shopping center,” she commented. She also highlighted that the center’s web traffic grew by 35% during the campaign, showcasing the positive impact not only on the physical space but also on the digital platform.
With its successful combination of digital and in-person activities, as well as impressive decorations, ‘The House of Madness’ has established itself as a benchmark for Halloween celebrations in the region, leaving a significant mark on the community and in the history of marketing in shopping centers in Spain.
via: MiMub in Spanish