For the launch of Hulu’s psychological-horror series Castle Rock — inspired by the works of Stephen King — a full-scale, narrative-driven activation transformed two blocks near the convention center into an immersive journey. Guests checked into a seemingly innocuous bed & breakfast façade, then moved past ominous sets (including a submerged car, a mannequin-maze corridor, and a prison yard) to confront unsettling story beats drawn from King’s mythos. Along the way, actors and environmental details referenced familiar King works (such as The Shining and The Shawshank Redemption), creating a layered experience blending nostalgia and surprise. The activation elevated fan engagement by positioning attendees not just as observers, but as participants navigating a story world — driving buzz around the series premiere and deepening emotional resonance with the brand.