When Freddy comes to life…will you survive the night? Steel Wool Studios’ beloved horror franchise, Five Nights at Freddy’s, has a cult fandom that follows his every move. With their 13th game on the way—Help Wanted 2—AND an upcoming feature film, what better way to create buzz than shock fans with Freddy’s first ever live experience? We hit PAX West with a surreal showcase featuring exquisite animatronics and six VR demo stations. As attendees explored, they were blown away by every detail—like distressed metal desks, movie artifacts, replica star sign, and even custom carpeting. Every moment was thrilling—even in line (which wrapped around the booth all show long), fans conversed with robots before shivering at screams heard from special demo-room vents. The experience went absolutely viral, increasing Facebook reach by 1300%, Instagram reach by 812%, and generating 30 million impressions across Twitter, YouTube and TikTok. Because the booth was constantly at capacity, Steel Wool Studios is coming back with an even bigger booth next year!