A Voice You Can’t Escape
Develop social copy that establishes the voice behind Halloween Horror Nights and Holidays at Universal as they go head-to-head to be the best event at the resort (to our guests).
Voice Development
Unless you’re a direct descendant of Pennywise or Freddy Kreuger, evil isn’t really instilled in your vocabulary. I came up with this formula to create my version of the voice behind Halloween Horror Nights:
Speak in lowercase letters to add a nonchalant tone, don’t worry about being grammatically correct, honestly don’t worry about anything.
Sticking to only horror theme emojis (pumpkin, skull, bats, knives, you get it.)
Don’t be afraid to be sassy and roast guests online. It adds to the spiciness of this tone.
Developing the voice for the holidays was easier since I love the holiday cheer! Here are some ways I maintained the voice of Holidays at Universal:
Show excitement with exclamation marks.
Channel the energy of a child at a Toy - R - Us sale. “omgggg!!! I love it!!!” kind of tone.
Go off with the emojis.
Not sassy at all like HHN. Share compliments and an excited tone when talking to guests.
The Voice in Action
Once the voice was established, we started bringing the social battle to life. This is what #TeamHalloween vs. #TeamHolidays looked like:
In-Person Activation
The Universal team gathered the jolliest residents of who-ville and brought them to the gates of Halloween Horror Nights to sing Christmas carols to all of #TeamHalloween.
Santa vs. HHN
If #TeamHolidays really wants a battle, Halloween Horror Nights will truly bring its best and horrifying fight. Please enjoy this hilarious video of Santa and Giggles facing the wrath of Halloween Horror Nights.