Zillow The Haunt of Edith Thistle — JESS KAIHOI

The Haunt of Edith Thistle

Zillow

667 Dead End Drive.

During a moment when people couldn’t tour homes the way they normally would, Zillow needed a reason for audiences to experience its 3D Home technology for themselves.

So instead of explaining what a virtual home tour could do, we made one people actually wanted to enter.

In just 17 days, we created The Haunt of Edith Thistle, a fictional haunted mansion hidden among Zillow’s real listings. What began like an ordinary property tour slowly became something else entirely as paranormal forces took over the experience and guests were pulled into the mystery of the home’s former owner.

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We combined filmmaking, storytelling and Zillow’s 3D Home technology to turn the familiar language of real estate into an interactive horror experience. Visitors navigated dark hallways and rooms, discovered recurring clues and encountered Edith herself while the product’s interactive floor plan quietly helped guide them through the story.

A social campaign teased the listing to Zillow’s 3.5 million followers, using Halloween and the internet’s existing fascination with strange Zillow listings to create a culturally relevant reason to try the technology.

The product demonstration was the entertainment, which made learning how Zillow 3D Home worked feel a lot less like learning how Zillow 3D Home worked.

Experience a haunted house from your own home.

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