The Trap       Advertiser / client: Port Aventura Product: Port Aventura Halloween Sector: Entertainment Creative concept: In a way, a richmedia banner in Internet is a trap. You roll over the piece and something unexpected happens. If you feel enough attracted, you interact with it. And if you interact with it, you might click on it. This is the approach that inspired the 2007 Port Aventura Halloween campaign. We built a richmedia banner with a special feature - the banner was real, physical. A wooden booth set in the “far west” area of the amusement park. It looked like another attraction in the park and invited visitors to go inside and try “their cowboy abilities”. It was Halloween season, so the trap intended to provoke what every visitor expects from Port Aventura in Halloween: a bloody good fright. When a visitor went into the booth he was told to introduce his head in a dark and sinister case. And there he got his horror-personalised moment, provoked by a deafening scream and a chilling image. The booth was the rich media banner, but the banner was linked to a website. The scene was being recorded with a night-vision webcam and broadcasted streaming it through the website. So the fright was watched live by the website users, who not only watched but decided when and how to scare the visitors choosing among several horrifying options. Piece:               'The Trap': Case study

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