YouTube and online videos
YouTube and social media have made video adverts accessible to brands of all sizes and Halloween is a perfect time to get your witchy hats on and come up with some great visual content for your seasonal campaign.
Admittedly, the following example comes from a brand with a big ol’ budget. But Renault show how, with a little creative thinking, you can create great Halloween content even if your core offering isn’t especially spooky.
VIDEO The brand made the active decision to focus on social media content for key consumer and calendar moments. As you can see, the example above is on theme, funny, and (most importantly) memorable.
Renault’s partner agency, Publicis , explained: “While we wanted to piggyback the Halloween wave and create something bold for Renault, we also needed to create something meaningful for the brand. We have shown Renault’s commitment to making the customer’s life easier by inviting the classic Halloween characters of zombies and vampires to act as consumers.”
Keep in mind that, in the lead-up to the big night on 31st October, there’s going to be lots of traffic from Halloween lovers looking for costume/make-up tutorials, jump scare videos, and other seasonal content – make the most of this with well-placed YouTube ads.
Halloween-themed web pages
How about putting a Halloween twist on your website’s appearance? From landing pages to banners and favicons, there are plenty of opportunities to create some blood-curdling online experiences.
A great example comes from Comfort Insurance , who created a landing page instructing site visitors on how best to zombie-proof their motorhome.
Halloween is all about being scary, so why not dial up the remarketing creep factor in a way that’s going to really grab people’s attention?
As discussed earlier, a big spending market for Halloween is millennials and these folks spend a lot of time online. That’s ample opportunity to creep them out in the best way and stick in their minds by having your spooky themed banner ads stalk them as they surf.
Svedka Vodka absolutely nailed this in their 2017 ‘Banner Ad Curse’ campaign, which saw eerie banners following users around like a stalker and reminding them that their every move is being watched, measured, and weaponized for advertising. In an ode to The Ring, users could break the curse and free themselves from these creepers by visiting the brand website and sharing the cursed articles, passing the stalker ads on to their friends and family.
Sharing clickbait. Evil .
Product packaging
You only need to walk into any supermarket to see aisles overflowing with themed packaging. These package revamps help capture the attention of shoppers, promoting impulse purchases within limited seasonal timeframes.
If you consider that 56% of those surveyed by Mintel said they’ll be taking part in Halloween-themed activities, many of those consumers will be on the look-out for seasonal products to use at their parties and events so timely packaging can put your product in the running.
This works even if your product isn’t traditional party fare. Take this brilliant example from Marmite:
In addition to promotional packaging, consider offering some spooky treats to encourage and reward purchases. These can be things that shoppers will want in the lead-up to Halloween, so get thinking along the lines of themed costume accessories or decorations.
The great thing about free promo items is that they can result in some great online interaction. A perfect example was when Guinness offered free creepy shadow coasters with every pint of Guinness bought in local pubs. This resulted in great user-generated content from drinkers sharing their snaps of the coasters in action across social media.
TV ads
Although YouTube is more accessible, it seems that TV is still king in terms of ads leaving lasting impressions on viewers. According to a study on 19-32 year olds by the University of Bern in 2019, TV advertising has a stronger immediate impact on the recipient than YouTube advertising, leading to more attention and more positive emotions.
M&M’s are no strangers to the Halloween treat bucket, but 2018 saw them run their first television advert in 11 years. Featuring their lovable Red and Yellow characters, the ad reminds us that not all sweets make it out of Halloween alive!
VIDEO Physical site decorations
If you’ve got yourself a brick-and-mortar businesses, there will be clear opportunities to decorate your physical space with all things Halloween.
As we mentioned earlier, millennials and Gen Z form part of the key spending demographic around Halloween and they’re also the ones that will be seeking out sharable experiences from their retail outings. Many outlets are already pandering to this audience, with Instagram-worthy or ‘grammable ’ on-site experiences for their customers to enjoy.
The best part? You don’t need to go as big as Topshop did in 2017 when they converted their flagship store into the Upside Down from Stranger Things (though going big never hurts in our opinion). Check out the example below from Tesco’s Spookermarket:
VIDEO Physical events
If you don’t have a store to decorate – and there are no longer restrictions in place – you can always rent a space and throw a spooky party filled to the rafters with bats, boogeymen, and brand activations! There are loads of great examples of brands doing this in the past.
Tennent’s Lager had their 666 Night Bus ferrying petrified passengers between promotional pubs whilst entertaining them on board with comedians and costumed actors. Mobile phone provider giffgaff partnered with a nail salon in Soho to offer Halloween makeovers to the public before they went on their night of revelry, and hosted a ‘Nail Rave’ in the salon basement.
Meanwhile, Hulu launched their ‘Huluween’ campaign with a real-life spooky drive-in experience , whereby attendees had to navigate a haunted forest before parking up to watch horror originals.
You don’t need to go as big as all that and you can tailor the level of scary to the age of your target audience. Remember, the parents of under-fives are some of the biggest spenders around Halloween – try a family-friendly approach with face painters, light-hearted scares, and lots of sweets!
Exhibiting at a trade show or industry event this year? Check out our post on 14 fun trade show game ideas .
Online events
If physical events are out of the question, the online realm still offers up a lot of opportunity to get creative.
In 2020, Epic Games went big with their Fortnitemares event, which included an after-party concert with Colombian superstar J Balvin. Not only was this great fun for everyone involved, it also encouraged people to stay indoors instead of going trick-or-treating – a welcome initiative at the time.
VIDEO Bringing these Halloween marketing ideas together
Of course, depending on your budget, you could offer the full gamut of Halloween tips highlighted here. Think social media, offline strategies, and event marketing rolled into one devilishly delightful experience-based extravaganza!
In 2018, Fanta nailed this with a £3m multi-channel campaign ranging across new product lines, Halloween-inspired packaging, Snapchat filters, influencer campaigns, and experiential Twisted Carnival festivals at four sites in the UK. As Marketing Manager Rosalind Brown stated: “Fanta is to Halloween what Coca-Cola is to Christmas.”
Keen to learn more?
If you found this post useful and would like more marketing tips and tricks in future, you can keep in touch through our newsletter . If you’d like to learn more about how a branded game could work for you and your campaign, feel free to get in touch and we’ll be happy to answer any questions you may have!
You can also read about the reasons to use games in your marketing , discover the wide range of use cases and industries where games can work, check out our resources section, or head over the the FAQs .
Wishing you a spooktacular season and the best of luck with your campaigns! 🎃
