Case Study
Death at the Disco
An Integrated Community Engagement Campaign.
PBS Reno transformed a traditional fundraising event into an immersive 1970s murder mystery experience. Through coordinated storytelling across web, social media, on-air, print, and live event touchpoints, the campaign engaged audiences before, during, and beyond event night.
OVERVIEW
The Challenge
Fundraising events often compete for attention.
PBS Reno sought to create a campaign that would generate excitement, strengthen community engagement, and transform participation into a memorable experience.
The Idea
A glamorous 1970s nightclub. A shocking murder. A room full of suspects.
Death at the Disco invited guests to become detectives for the evening, blending immersive storytelling with integrated marketing to build anticipation and engagement across every touchpoint.
VISUAL IDENTITY
Inspired by the energy and aesthetics of the 1970s, the campaign combined bold typography, vibrant color, and themed graphics to create a distinctive and memorable experience across digital and physical environments.
WEBSITE EXPERIENCE
The campaign website served as the central destination for event information, admission, and storytelling. Custom visuals and animated elements helped bring the mystery to life while guiding visitors toward registration.
SOCIAL STORYTELLING
Countdowns, mystery teasers, sponsor recognition, and themed content extended the narrative beyond the event itself, building anticipation and encouraging participation throughout the campaign.
Instagram played a key role in expanding awareness among younger audiences through engaging visual storytelling and shareable content, helping PBS Reno connect with new community members while increasing overall campaign engagement.
ON-AIR & REELS
Promotional spots and short-form video content amplified campaign visibility, introduced audiences to the mystery, and brought the energy of Death at the Disco to viewers across platforms.
Instagram Reels proved especially effective, driving strong engagement and helping PBS Reno connect with younger audiences through entertaining, shareable content that generated excitement leading up to the event.
Humanizing PBS Reno
Using trend-inspired editing, humor, and staff personalities, this reel helped expand campaign awareness while connecting with younger audiences through engaging and shareable content.
DIGITAL ADVERTISING
Driving Discovery Across Digital Channels
A targeted digital advertising strategy extended campaign visibility across PBS Reno properties and partner websites. Display ads directed audiences to the event website, supporting awareness, admission, and participation.
EVENT EXPERIENCE
Guests stepped into a fully themed environment complete with clues, characters, costumes, and surprises. The experience transformed attendees from spectators into active participants, encouraging interaction, collaboration, and community connection throughout the evening.
RESULTS
Measurable Impact Across Awareness, Engagement, and Fundraising!
