Experiential Fright

Implications - As brands look to generate organic buzz around new media, many are turning to guerrilla-style marketing stunts that are likely to inspire sharing via social media or word of mouth. Generally successful at causing a stir based on the paranormal nature of fictional characters of the horror genre, such publicity stunts serve to highlight the innate desire to see content that is completely different from reality. The shift is characteristic of the widely accepted role genres previously considered restricted can play in the pop cultural conversation.