The Vacation Box
The perfect beach day begins with a scare.
The Problem
While avid readers may be psyched to pick up a special edition copy of their favorite novel, everyone else isn’t frequenting the bookstore. How do we encourage non-readers to visit their local bookstore for the release of special edition horror novels?
The Insight
People love to be scared. There’s a reason why the Tower of Terror ride and Fright Nights are so popular. People also love to scare others. There’s something addicting to pulling a fantastic prank…
The Solution
Reel customers in using a satirical, experiential, limited edition Vacation Box. If there’s one thing people love, it's a prank. This box features clever props like a floating shark fin (with a Wax Fin Buffer) and a DIY Bloody Towel (Blood Bag included) that users can set up, creating a Jaws-themed horror scene that scares away (and delights) passersby. The fear-inducing scene provides users with peace and quiet to read their new novel and the foundation for a day of good old fashioned fun.
Better yet, unique boxes will be released for each special edition book, becoming a collectible that customers will return over and over to buy. Each unique box inserts the user into its respective story using instructions, look-twice props, and referential accessories. The boxes also feature a custom keychain, which users can collect as a record of their Vacation Boxes.
