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The W channel used disruptive scare tactics to build anticipation for new reality TV show Celebrity Haunted Mansion. Leading the campaign, and tapping into the public’s fascination of horror, is a spooky billboard designed to unsettle onlookers during the day before morphing into a terrifying animated image and sound display after dark. The spectacular outdoor advertising display was hosted at both Westfield Shopping Centres in Stratford and Shepherd’s Bush on Saturday 17 February, with the transformation at 5.17pm, the exact moment the sun sets.