“American Horror Story,” the new original drama series premiering on FX October 5, launched its experiential website youregoingtodieinthere.com.
In partnership with top horror and fan communities — Bloody Disgusting, DreadCentral, FearNet, Fangoria, Geeks of Doom, Camp Blood and Ology – the site offers a glimpse into the mysterious and frightening legacy of the house at the center of the “American Horror Story” series!
A digital house tour with a twist, this campaign brings to life some of the secret history behind the psychosexual series. Fans will go behind closed doors to explore the house’s hidden rooms and discover the mind-bending artifacts that reveal the intimate details that fueled six decades of murder, lust, perversion and betrayal.
This high-concept engagement campaign, from FX and New York-based agency Campfire, is designed to ignite influential fan cultures and communities, build buzz and drive viewers to tune into “American Horror Story.” In the weeks leading up to the show’s October 5 premiere, fans in these partner communities will receive creepy keepsakes, artifacts and clues and then will work as a team, piecing fragments of a story together to unlock exclusive rewards. All will culminate in the release of exclusive “American Horror Story” content that fans will be able to share.
“American Horror Story” revolves around the Harmon family who, as a means to reconcile past anguish, moves from Boston to Los Angeles and into a house with a grisly history. The All Star cast features Dylan McDermott (The Practice) as “Ben Harmon,” a psychiatrist; Connie Britton (Friday Night Lights) as “Vivien Harmon,” Ben’s wife; and Jessica Lange (Tootsie, Blue Sky, Grey Gardens) in her first-ever regular series TV role as “Constance,” the Harmon’s neighbor. The pilot episode of American Horror Story, shot in Los Angeles, was written by former Nip/Tuck executive producers and current Glee co- creators/executive producers Ryan Murphy and Brad Falchuk, and it was directed by Murphy.
The site’s URL is reference to an ominous warning shared in the series’ pilot by Adelaide, one of the Harmon’s neighbors and the series’ scary soothsayer. Designed to evoke fear and dread, the campaign will send a chill up the spine of viewers and lure the audience into the dark and sordid past of the family’s new abode.