American Horror Stories: Night Bites Bakery

NVE and FX produced a fully integrated, 360-campaign inclusive of experiential, PR, social, and digital elements. The teams wanted to create synergy between the show themes and on-the-ground activation, feeding into the #AmericanHorrorSummer overarching campaign while hinting at the blood-thirsty themes of American Horror Stories and AHS: Double Feature. As a result, NVE ideated and produced "AHS NIGHT BITES BAKERY," a macabre after-dark bakery serving sweet treats that celebrated the 10-year legacy of AHS. The multi-channel strategy came to life as a 360-campaign that included limited in-person pop-ups, online experiences, and amplification tactics such as influencer engagement, social media teasers and pre-market publicity to drive tune-in for the new Stories series and AHS: Double Feature, as well as to promote overall AHS viewership.

Leaning into the recent explosion of cookie drops and limited food delivery, NVE and FX partnered with Funny Face Bakery to release a collection of dark and twisted cookies inspired by the world of AHS. After gaining mass visibility in NYC and LA, the tour culminated in Provincetown, MA, bringing AHS to the town at the heart of AHS: Double Feature, Part 1. Additionally, fans could visit the online home for AHS Night Bites Bakery to get a sneak peak of the dark-sided treats, see where the bakery would be coming next, and snag cookies to be delivered straight to their homes. Reservations for the pop-up experiences sold out on average in 1.5 hours, with the "cookie drops" selling out on average of just under 2.5 minutes. Exactly 10,727 cookies were served throughout the campaign's ninety-eight day operation with over four thousand fans attending the in-person pop-ups. As the campaign toured the country, AHS Night Bites Bakery moved the cultural needle with winning placements in major national outlets, garnering 96 total press hits with over 203M press impressions.