El Rey // From Dusk Till Dawn: The Series
After working with Robert Rodriguez to launch his El Rey Network, he asked us to get fans excited for the flagship show From Dusk Till Dawn: The Series, based on Rodriguez & Tarantino's iconic film of the same name.
Since the star of the series is a demonic temptress that wants to enslave mankind, we set up a seedy hotline to help.
How To Become A Slave For Santánico
Talking urinal cakes, burlesque posters, and dive bar takeovers were used to promote the hotline.
We mixed old school party chat with new school technology to make an immersive, dynamic experience that let you actually talk to the demon goddess herself.
Advanced vocal recognition, some clever software hacks, an exhaustive copy matrix of if/then scenarios (see below), and a very patient Eiza González (see exhaustive copy matrix below), let us create a responsive conversation that ultimately had you answer one simple question – How would you prove your worth to Santánico Pandemónium?
Callers were challenged to be more original, creative, and depraved when proving their devotion.
If Santánico found you worthy, you were now her slave. Lucky you.
Slaves For Santánico
Every day, select slaves were immortalized on her Tumblr page.
The best quotes were placed into dynamic templates, letting us generate real-time updates so people could follow her Tumblr and keep finding new posts to share.
Mas Pandemonium
Radio spots had her toy with your head as she promoted the hotline. Whispers, screams, and other otherworldly sounds gave people a taste of her power.
Somehow, she even managed to get into Howard Stern's head.
Probably because we wrote a bunch of content for his show where he would talk about how she managed to get into his head.
SlavesForSantanico.tumblr.com
All work © Brett Brown & Krista Brown