The Bathroom Haunting: A Reflection of Fear
The first installation transformed an ordinary licensed gender-neutral bathroom into a setting for supernatural fright. The key feature was a two-way mirror equipped with a hidden screen and proximity sensors. As an unsuspecting visitor approached the mirror, the sensors activated the concealed display. Suddenly, an apparition from The Haunting of Hill House appeared within the mirror’s reflection, startling the viewer and delivering an intimate, unexpected scare.

Ghosts on the Street: An AR Twist
The second installation took the haunted experience outdoors with a standalone screen showcasing a live view of the street. Through reverse camera AR technology, ghostly apparitions appeared on the screen, blending seamlessly with the live feed of the bustling street. Spectral figures moved around, interacted with the environment, and created an eerie sense of realism. Lighting and sound effects amplified the haunted atmosphere, pulling passersby into the terrifying world of the show.

Both installations succeeded in capturing the unsettling essence of The Haunting of Hill House, offering Comic-Con attendees a glimpse of its spine-tingling narrative. The creative use of AR combined with sensory elements such as sound and lighting made this campaign a standout activation, leaving participants both thrilled and unnerved.

Netflix’s partnership not only showcased the possibilities of interactive AR but also highlighted how experiential marketing can evoke emotions, drive engagement, and enhance storytelling in ways traditional methods cannot.