New York Comic Con attendees are used to activations that let them freely explore and interact with elements from their favorite shows. But this time, we flipped the script. We crafted an innovative audio experience to build excitement for HBO's prequel Dune: Prophecy. We used sound to immerse fans in the world of the Duniverse’s most mysterious and captivating figures: The Bene Gesserit Sisters. In a truly unexpected twist, the Sisters took control of every step, turning an interactive experience into a mind-blowing journey. Operating from the shadows of the Imperium, the Bene Gesserit wield one of their most powerful weapons: the Voice. We harnessed this to create an interactive play narrated by Emily Watson, where fans surrendered their minds and bodies to the Sisters’ commands. Through high-stakes challenges inspired by the acolytes’ rigorous training, participants navigated a sea of 100 Sisters, clad in their iconic black robes and veils. The journey culminated in a dramatic initiation into The Order, presided over by the Reverend Mother herself. We didn’t just create a new experience for fans—we pushed technology and innovation to the next level. By designing a state-of-the-art, immersive soundscape created using sound effects from the show, we introduced hidden directional speakers, secretly activated by the Sisters, to deliver personalized audio cues that shaped a unique journey for each participant. Additionally, low-frequency speakers positioned in the four corners of the room emitted tones that distorted perception and subtly guided participants’ movements, crafting an experience unlike anything ever seen—or heard—before. The results? A massive success: The 4-day activation sold out in under 2 hours 398M earned impressions across social and PR (Sources: NetBase Quid, Meltwater PR). +10 Million earned social impressions An 833% spike in searches for Dune: Prophecy. (Source: Google Trends, 10.16-10.20 compared to 10.11-10.15) And most importantly, 2.1M fans tuned in for the show’s premiere.