Content Critique Blog : American Horror Story

The marketing campaigns for FX’s hit series ‘American Horror Story’ have been incredibly creative and, for many participants, incredibly creepy. Video promos, contests, eerie imagery, and interactive digital campaigns have played an important role in the success of the show. Interactive websites like YoureGoingtoDieinThere.com (no longer active), and a stunt called “American Horror Story House Calls,” gave ‘AHS’ fans a unique opportunity to be involved with the show. The “American Horror Story: Family Portrait” allowed users to find facts and clues about the show’s characters through a series of “cryptic” videos. The second season of ‘American Horror Story’ featured an interactive website (www.ahsasylum.com) that prompted participants to “take the exam.” Users are guided through a seven-step examination process, administered the Rorschach inkblot test, and asked a series of questions. I’ve included screenshots from my ‘AHS’ Asylum evaluation below.

18,000 'AHS' fans applied to "get committed" and were treated with a unique experience. The fans were "committed" to what appeared to be a run-down asylum in New York, where they underwent personalized "treatment." This was turned into a series of webisodes that went viral (courtesy of GMR Marketing), prompting major buzz before season two's premiere.

Following the second season’s ad campaign, creators of ‘American Horror Story’ continued rolling out creepy, provocative, and downright weird promos for season three. Up to the launch of ‘AHS: Coven,’ fans were treated with video teasers and unsettling images. A disturbing main title sequence was released before the third season’s debut. This season, ‘AHS’ fans were able to take part in a five-day featured contest in New Orleans, called The Summoning. Taken together, the ‘AHS’ campaigns have brought the show to new heights. Below, I’ve included different promotional material for ‘American Horror Story: Coven’.