Pepsi MY reboots horror event Lost in Karak with innovative digital twist

Pepsi Malaysia is bringing back its spine-chilling horror experience titled "Lost in Karak". Its previous Halloween experience "Karak Haunted Highway" did not materialise as a result of the Conditional Movement Control Order. Done in collaboration with Livescape and Superdough, the event aims to be bold with "really cool and innovative digital initiatives", group CEO of Livescape, Iqbal Ameer, told A+M.

While he did not reveal the monetary investment behind this event, Iqbal said the team expects the event to garner potential PR coverage of RM1.5 million in value. A+M understands that this event will rely less on jumpscares and focus on creating a more interactive experience instead. "We are blessed and humbled by the support we received from brands that want to be involved in immersive experiences," he said.

The event will run from 26 to 30 May at The Linc KL and is supported by Tourism Malaysia, Malaysia Tourism Centre, Penjana and MyCreative Ventures. With the support of Pepsi and these partners, Iqbal said the team wants to provide a good show for the fans. Hence, reducing the ticket price would be a good way to help the creative industry get back up in its feet. 

With Livescape and Superdough co-managing the event, Livescape is in charge of event organisation while Superdough and the other supporting partners will offer their knowledge in creating an innovative immersive experience for this event. 

When asked what made this event stand out, Iqbal said that unlike any other events, Lost in Karak involves participation and interaction. "Imagine being in a real horror movie and experiencing it - it's a different thing altogether!" he added. Nonetheless, the journey to creating a successful event is never smooth. According to Iqbal, many well-established suppliers and talents are no longer in business because of the pandemic. This has resulted in a ripple effect in the events industry as the team is now unable to get the experienced talents they require to be involved in Lost in Karak.

In 2020, Livescape invested RM500,000 for the Karak Haunted Highway and previously planned to extend the experience to other regions based on its success. It was also in conversations with its offices in Singapore and Penang to host this experience.

The previous idea was based on a drive-in horror experience, which was in the works since March 2020. According to Iqbal, this creative concept came about because the success of drive-in cinemas in Kuala Lumpur and other states cemented Livescape's belief that Malaysians crave new and exciting experiences.