Facebook brings spooks to your living room with a live tour of the Winchester House

Platform teamed with JOAN on virtual Halloween celebration featuring the famous creepy mansion

Published On
Oct 20, 2020

Editor's Pick

No trick or treating. No parties. No parades. You might say that Halloween 2020 is going to blow. Brands, however, are trying to bring a bit of the fun to families for the holiday. Facebook, for example, is inviting its users to step inside the creepy rooms of the famous Winchester Mystery House in an experiential event from its CreativeX team and agency JOAN.

In partnership with Facebook Group This Old Haunted House, users can tour the creepy mansion alongside comedian Trey Kennedy.  

The sprawling, seven story mansion in San Jose, Calif. Is the former home of Sarah Winchester, who supposedly built the house according to instructions, via seance, from her late husband, a firearms magnate who she believed wanted to accommodate the spirits of those killed by his company’s rifles. What resulted was an architectural monstrosity full of bizarre features like staircases to nowhere and closets without floors. The house was also featured in the “Project Dead Zone” campaign, from Comcast Xfiniti and Goodby Silverstein & Partners.

The event, which went live on Tuesday night, also allowed visitors to explore on their own—installed in the house are eight cameras and paranormal equipment that will ran throughout the evening. 

“We can’t guarantee you’ll see a ghost, but we can’t guarantee you won’t,” said JOAN Executive Creative Director Dan Lucey in a statement. 

Facebook haunted house scavenger hunt checklist

JOAN Creative has teamed with the Facebook CreativeX team over the past year on the “More Together” brand campaign, which highlights how Facebook Groups brings together people with shared interests.

“With so many celebrations relegated to the home, the spooky ambience of being out after dark will likely be lost on Halloween this year,” said JOAN Managing Director Sarah Collinson. “On top of that, so many families are struggling financially, so candy, costumes and decorations may not be as feasible for everyone. We wanted to keep the magic alive, and it was exciting to uncover a creative avenue to still have the thrills and chills of the season, but on a platform that provides an accessible way to bring people together.”

“Creating a live event that allows families and friends to experience something they otherwise couldn’t — and all together even if people are apart—is exactly the type of innovative and fun content we want to provide our community,” added Andrea Mileskiewicz, creative director at Facebook CreativeX.


Oct 20, 2020
Client :
Agency :
Joan Creative
Facebook Creative Experiences Creative Director :
Andrea Mileskiewicz
Facebook Social Marketing Lead :
Jason Bedecarre
Facebook Social Marketing Manager :
Amee Shah
Facebook Social Marketing Manager :
Maddy Pagnucco
Facebook Social Community Manager :
Heather Liggins
Lisa Clunie
Chief Creative Officer :
Jaime Robinson
Executive Creative Director :
Dan Lucey
Managing Director :
Sarah Collinson
Director of Creative Services :
Becca Patrick
Head of Strategy :
Chris Turney
Creative Director :
Phillip Cho
Junior Copywriter :
Matthew Eckrich
Account Director :
Hannah Stein
Account Executive :
Raelyn Martin
Senior Strategist :
Hannah Lewman
Junior Strategist :
Andrew Allen
Senior Designer :
Becki Kozel
Art Director Intern :
Lexie Canario
Art Director Intern :
Katie Gough
President :
Daniel Marin
Executive Producer :
Nicole Severi
Producer :
Editor :
Oliver Rivard
Director :
Raul Gasteazoro
Producer :
Lauren Ciell
Live Producer :
Zach Sutherland

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