Outbreak 2 Mall Mayhem: Marketing Guide Follow
Introduction
This Marketing Guide outlines strategies to position and promote Outbreak 2 Mall Mayhem to drive maximum impact, ticket sales and revenue.
Recommendations are broad and should be tailored to your specific venue, whether a family entertainment centre, multi-attraction venue, or standalone site — as well as the needs of your local market.
On this page:
Positioning
Outbreak 2 Mall Mayhem continues the tone, mood, and gritty style that made the original a hit. Positioned as “Part Two” in the series, it encourages players to experience Outbreak first, driving engagement across both titles rather than replacing the original.
Objectives
Increase repeat plays
Increase ticket sale purchases
Audience
Primarily groups of friends 13 years+ who have played the first chapter of Outbreak, they’re keen to explore more of the Outbreak world as they love the zombie genre for the rush of survival, teamwork, and nostalgic chaos.
Also secondarily customer that haven’t played ZL and this brand new and more feature heavy experience may appeal to them more than the city streets of the original Outbreak.
December Seasonal Audience
While mainstream players may gravitate toward Slay Season for its festive appeal, Zero Latency loyalists along those seeking a grittier theme and a brand-new title may be more likely to choose Outbreak 2 Mall Mayhem.
Key Dates & Phasing
Launching 3 December after Black Friday, Outbreak 2: Mall Mayhem is timed to capture the year’s busiest period. Past data shows venues see a 15.7% uplift when launching pre-December, versus just 2.2% without – setting venues up to maximise bookings in the peak season.
Head Office will be driving awareness through PR, organic social, and email marketing from early December. To make the most of the visibility and traffic generated by these campaigns we strongly recommend ensuring Mall Mayhem is available for booking during this period.
The new experience will also be pushed in the new year with additional PR, Social and Email activity from Head Office to capturing audiences outside of the busy the festive season.
Phase 1 |
Phase 2 |
Phase 3 |
|
| Timings | 19 November | From 3 December | January – February |
| Goal |
Announce Outbreak 2 Mall Mayhem coming 3 Dec and drive anticipation, hype and excitement.
|
Drive awareness and bookings to capture customers seeking entertainment options during the festive season, our busiest period of the year.
|
Continue to drive awareness and bookings outside of the busy the festive season. |
Global Channels
Head Office will centrally manage promoting Haunted across the flowing channels:
Global Website
Global Emails via Centralised Customer Engagement Program (Braze)
Global ZL Booking System
Paid Digital Media for venue participating in the Digital Marketing Program only
Global PR
Venue Channels
Venue's are responsible for promoting Haunted across all other channels. Below is a checklist of key channels to set-up to ensure you make the most of Haunted and Halloween bookings.
Must-Do:
- Venue Owned Websites
- Non-ZL booking Systems i.e. Peak-Pro
- Organic Social
Should-Do
- Digital Paid Media
- Google Ads
- Meta Ads
- TikTok Ads
- YouTube
- Local Influencers
Nice-To-Have
- Partnership
- Dress venue
Asset Delivery
Social Announcement Assets
Experience Logo
Note: when using the coloured logo use the PNG format for digital and AI version for printed material to keep true glow on 'mall'.
Master Trailer
40" and 15" including Clean Versions with and without the ZL logo.
Alt Trailer
30" and 15" including Clean Versions with and without the ZL logo.
Note: this edit focus on social connection, use it in paid media and A/B test using the master trailer above.
Message Matrix
Experience Key Visuals
Key Visuals
Character Standee
Venue Posters
QR code version and alt. image coming soon
Pending Assets
Paid Digital Marketing Animatics and Statics
-
Organic Social Assets
Comments
0 comments
Please sign in to leave a comment.