Premier was briefed by Fox Networks to create an experiential publicity stunt to mark the UK premiere of demonic possession thriller Outcast. The response was the ‘Scare B&B’, a terrifying overnight experience that guaranteed sleepless nights in Brick Lane. Working with Wild Creations and the special effects consultant behind Dynamo and Derren Brown, Premier created a pop-up bed and breakfast from scratch, housing terrifying experiences including books that flew off the wall, a rocking chair with a life of its own, blood-dripping photos, chilling directional sound and lighting and a bed that came to life while the guests were tucked under the sheets. The screams of celebrity participants – including Louis Smith OBE, Ollie Proudlock and Sam Faiers – could be heard for miles! The bed and breakfast was unveiled by Outcast star Philip Glenister and gained huge amounts of press coverage including Evening Standard, Daily Star, Express, Mail Online, Digital Spy, Huffington Post, MSN and Radio 1 Breakfast Show, as well as huge social support from the ten celebrity participants.