The Dungeons

Gallows humour

“Kinda goofy, kinda spooky” is literally my vibe, so you can imagine how psyched I was to write for the Edinburgh Dungeon – in a mix of social content, community management and a live Halloween event. Mwahahaha…

Client: The Dungeons / Merlin

Services: Copywriting, live social

Agency: Sunshine, Employed (link)

Year: 2018

A screenshot of a social media post saying: Judge Mental. Single. Loves long drops at the gallows. Seeking traitors, criminals and heretics. Swiping right? Below, there is an photo of Judge Mental passing judgement.
A screenshot of a social media post saying: Our medium isn't into reuniting families, no. He's here to commune with angry spirits. The livid dead, if you will. Our only question is: Is anybody there? Below, there is an photo of the medium.
A screenshot of a social media post saying: Today in 1542, Mary Stuart became Queen of Scotland at the ripe old age of 6 days old! If you were ruling as a toddler, what laws would you come up with? Below, there is a graphic of Mary.

Insulting people for a living

As a writer, I wanted to ensure the comedy and scathing wit of the actors was conveyed on social – representing the attraction for visitors, whilst giving a glimpse into what it could be for new dungeon prisoners.

On top of this, humour leads to the highest levels of engagement on social media (according to Sprout Social). That, and I like talking shit.

A series of social media mockups, showing live social content and community management for the Edinburgh Dungeon.
Two visitors getting their photo taken at the Edinburgh Dungeon. One is holding an axe, the other is pretending to be scared.
A photo of two Edinburgh Dungeon actors on the Royal Mile.

Collaborations

I was the sole content creator for the account, paired with an account manager and social media manager to ensure the content was on-time, on-brief and seen by the audiences.

Agency results

  • +5.4% followers in first month
  • 1,280 engagements in first month
  • 300+ story views during live event
  • Avg. 2% organic engagement

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