The Haunting of The Outernet

A spectral presence stirred… the original and best paranormal investigation show, Most Haunted, was returning for its 26th series, exclusively on Pluto TV, but we faced a chilling challenge: awareness flickered dimly. Consideration, too, remained shrouded in shadows; people didn’t realise the streamer is 100% free, making their ghoulish favourite show very easy to access.

Our spectral strategy focused on giving fans what they’d always wanted: to experience a haunting for themselves. London's Outernet was transformed into the free "Most Haunted Mansion," where visitors became ghost investigators, guided by Yvette Fielding through a world of demons and ghouls. The four-day event doubled expected attendance, reached 4.7 million people, with 948,000 influencer engagements. 80% linked Pluto TV to the experience, and 70% expressed interest in watching the new series. Crucially, Pluto TV's free nature resonated, boosting consideration by 77%. To our otherworldly delight, the new and exclusive Most Haunted episodes topped Pluto TV's streaming charts for three consecutive weeks, driving the app into the iOS AppStore's top 10 through the duration of the activation. Our unfinished business: the quest for awareness, attribution and accessibility, drew closer. We could feel it... the spirits were pleased.