This document outlines Busch Gardens Tampa's 2011 social media campaign for their Howl-O-Scream event. The campaign objectives were to raise awareness of the new and returning haunted houses, promote discounts, and inform guests of changes to the event. The social media elements included using the Howl-O-Scream website, Facebook page for contests and engagement, Twitter for announcements and questions, and YouTube for videos. Traditional promotions included radio spots, street teams, billboards, and print/restaurant ads with partners. Metrics showed increased views on the YouTube commercial and strong participation in Facebook contests compared to previous years.