Ocean Park's Halloween Fest adds blind box surprises to every scare

Ocean Park Halloween Fest 2025 has introduced blind box surprises into every haunted experience, centred on the daring theme "The cursed collection - everything taken demands a soul".

As part of the campaign, guests will face six terror-filled attractions, most notably “The hatred box”, where each opened lid offers a unique scare, making every visit unpredictably thrilling, said a spokesperson from Ocean Park in conversation with MARKETING-INTERACTIVE. 

“The unsolved terrors” stands out as a Hong Kong-exclusive haunt, immersing visitors in mysteries inspired by the city’s infamous crime scenes for a distinctly local, interactive fright. Additional attractions and ten live performances ensure both intense scares and inclusivity for all ages. This year’s event is defined by its inventive blind box concept, Hong Kong-themed experience, and interactive, multi-layered thrills.

Done in partnership with creative agency The Bread Digital and media agency Dentsu X, the campaign targets brave souls and thrill-seekers of all ages, including families, friends, and horror enthusiasts eager to push their fear to the edge with heart-shaking interactive thrills, added the spokesperson. The campaign will run until 2 November 2025.

"For non-horror enthusiasts, this year's Halloween Fest promises unforgettable moments with 10 spine-chilling performances to enhance your exciting journey."

This year’s Halloween campaign is expertly designed to generate widespread excitement and engagement both online and offline. By integrating immersive storytelling through thematic video ads featuring the blind box concept, strategic off-site activations, dynamic social media engagement, exclusive sneak peeks for annual members, and influential collaborations with key opinion leaders, the campaign harnesses a comprehensive network of digital and physical touchpoints, said the spokesperson.

The campaign debuts with a compelling thematic video unveiling the eerie saga of "The cursed collection". This haunting visual narrative seamlessly fuses the global phenomenon of blind boxes with the suspense and allure of collectible toy mysteries.

Through captivating imagery and atmospheric sound design, the video invites viewers to immerse themselves in the chilling tales that lie behind each uniquely terrifying haunted attraction.

Following the video release, Ocean Park launched an engaging and thematic social media campaign designed to build excitement and anticipation for the Halloween Fest. The campaign strategically unveils each haunted attraction and performance through a series of immersive posts, interactive content, and countdowns across multiple platforms.

"By leveraging local influencers, unbranded engagements, and exclusive sneak peeks, we create a growing sense of mystery and community buzz that keeps audiences hooked as the event draws near," added the spokesperson. 

Furthermore, Ocean Park will partner with both local and international influencers to participate in exclusive previews of the haunted attractions. Their engaging content will not only showcase the excitement of the event but also extend our reach to a wider audience, adding authenticity to the campaign.

To engage a wider audience, Ocean Park annual membership holders will receive an exclusive invitation to a preview event on 10 October, allowing them to be among the first to experience the Halloween Fest. Additionally, members will enjoy special discounts on membership renewals and combo tickets for the haunted attractions.

Ocean Park also partnered with Fashion Walk for a limited-time pop-up experience that captured the eerie atmosphere of this year's Halloween Fest in September. The event invited visitors to step into a world where eerie toy characters came to life.  

The campaign is amplified via multiple channels including social media such as Facebook, Instagram, Wechat; programmatic digital out-of-home ads, search, email marketing and targeted ads; video ads on YouTube, offline media such as post pouch box creatives to recreate the Halloween blind box creatives. 

The special edition blind box will be available for sale in a limited time inside Ocean Park, starting end of September. 

Franklin Law, director of marketing, Ocean Park, "As Hong Kong’s home of authentic Halloween entertainment, Ocean Park is proud to present this year’s Halloween Fest themed "The cursed collection". We have creatively incorporated the global phenomenon of blind boxes into our concepts, inviting guests of all ages to embark on thrilling adventures filled with eerie surprises and unpredictable fates."

"Featuring six haunted attractions and ten spectacular performances that offer an experience for everyone, we warmly invite all to embrace the unique Halloween vibe that only Ocean Park can create—where unexpected thrills await at every turn," he added.

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