5 Spooky Marketing Trends to Look Out For This Halloween

The night is dark, and winds of change sweep the marketing world. As we journey deeper into the digital era, brands beckon from the shadows with campaigns that are both intriguing and spine-tingling. Dive into the mystique of dark tourism, the audacity of shockvertising, the potential of deepfakes, the allure of experiential marketing, and the hypnotic promise of haptic technology. As we journey through these marketing trends, let's explore how they're reshaping the way brands communicate and leave lasting impressions on their audiences.

1. Dark Tourism: The Lure of Shadows

The idea of travelling has always been associated with sun-soaked beaches, romantic city breaks, and relaxed getaways. Yet, there's a unique segment of travellers drawn to the shadows—sites that are plagued with history and mystery. In a recent conversation with the IPM, Dr. Philip Stone PhD MA BA , Executive Director of the Institute for Dark Tourism Research (iDTR) at the 英国中央兰开夏大学 (UCLan), delved into the allure of dark tourism. His research uncovers that this fascination with all things dark and demonic is far from novel. In fact, millions of travellers make annual pilgrimages to visit chilling sites like the catacombs in Paris, the thrilling depths of the London Dungeon, or the infamous dwellings of America's most notorious criminals. Dr. Stone explains:

"I have been writing about people visiting the dead for a long time and, consequently, what has been called 'dark tourism'. That is, the act of traveling to sites of death, disaster, or the seemingly macabre. Of course, people have long been drawn to sites of fatality. In ancient times, for instance, gladiatorial games were a leisure mainstay of the Roman Empire. During the medieval period, public executions of criminals were spectator events. And, in 19th century Europe, morgue tours to encounter corpses were a common travel itinerary."

Brands like Aero Travels UK are not just creating packages but immersive historical experiences—be it the secrets of Dracula's castle, the ruins of Pompeii, or the vibrant traditions of Mexico's Day of the Dead. These holiday packages and prizes blend education and reflection, offering travellers a walk-through time and the very fabric of history. However, the ethical dilemma remains. Should these sites be monetised? While some believe it can lead to preservation and education, there's a fine line between commodifying tragedy and preserving history. For marketers, striking this balance is crucial.

"While dark tourism is played out within global visitor economies, commemoration is challenged by politics of remembrance, commercialism, and conflict in memorialisation, as well as the ethics of interpretation."

2. Shockvertising: Bold or Brazen?

In today's saturated ad landscape, where consumers face a constant barrage of promotions from morning to night, the mundane and predictable fall flat. Enter "shockvertising," an approach not for the timid. It's daring, unabashed, and directly confrontational. Going beyond traditional advertising norms to ensure the brand or message is noticed. Take Weetabix 's ‘Beanz on Bix’ campaign, for instance: a cheeky reimagining of the classic beans on toast.

The unexpected brand partnership between Weetabix and 亨氏 not only ignited a social media frenzy, but also showcased the brand's ability to capitalise on the element of surprise. With its inception rooted in the brand's intent to showcase product versatility and drive engagement, this campaign became a benchmark for how shockvertising can be both disruptive and successful. Thanks to UK's Agency Frank , the campaign retrieved 37,000 retweets, quoted a staggering 68,800 times, and amassed 131,000 likes. The tasty result? Weetabix enjoyed a 40% surge in spontaneous brand awareness compared to the previous year. Talk about a breakfast buzz! So, what do you think? Could baked beans on Weetabix be the most haunting marketing twist of them all? Let us know in the comments below!

3. Deepfake: From Black Mirror to Mainstream Marketing

To many, the term "deepfake" conjures up an eerie episode of Black Mirror where technology blurs the line between fact and fiction. But in the ever-evolving landscape of digital marketing, deepfakes are trending. But why?

Deepfakes are media content manipulated or entirely generated by Artificial Intelligence (AI) to depict real individuals in fictitious scenarios. The term can be traced back to 1997, where three researchers from Google created "Video Rewrite," a program capable of altering genuine video footage to align with synthetic audio. This pioneering software gave rise to a clip of John F. Kennedy saying words he never actually spoke. Adding to the scandal, in 2017 a Reddit, Inc. user named 'Deepfakes' used AI to produce adult videos of celebrities that never actually took place. Despite the potentially unsettling consequences of deepfakes, marketers have been quick to capitalise on their virality. By reworking old media into new advertisements, marketers can appeal to the sentimental values of their audiences by bringing icons of the past back to the future.

As shown above, Mountain Dew partnered with marketing agency TBWA\Chiat\Day to recreate the beloved painter Bob Ross, known for his TV show "The Joy of Painting". In the ad, the AI-generated Bob Ross adds "happy little droplets" to a scenic canvas featuring a bottle of Mountain Dew. This campaign successfully blended nostalgia – the comforting memory of Bob Ross and his show – with modern technology for impactful marketing. However, the swift advancement of deepfake technology stirs a whirlwind of ethical dilemmas. Cases like AI-rendered images of Pope Francis donning BALENCIAGA or ex-U.S. President Donald Trump in bizarre contexts highlight the potential pitfalls. In an age where the iconic ABBA stages a holographic return, it begs the question: Are deepfakes the future frontier of marketing?

4. The Magic of Experiential Marketing

When night falls and the wind howls, marketers from all around gather to create tales of intrigue and immersion. Step into the realm of experiential marketing, a place where brands come alive and urge consumer to not just see, but to feel, touch, and be a part of the brand's story. Seasonal festivities like Christmas and Halloween are prime arenas for these campaigns. Picture the cosy winter wonderlands, filled with warm nostalgic memories bathed in soft, glowing lights. Now cast your mind to Halloween, steeped in tradition, bursting with mischievous fun and alive with colourful costumes. It is in these moments that marketers don't just convey a message, they create lasting imprints, ensuring that their tales linger long after the moment has passed.

IPM Members, N2O , well-known for their skill in creating immersive brand experiences, took the cherished connection between candy and Halloween to remarkable heights by partnering with Fruittella . Their potion for success was the Halloween Hotel—an enchanting structure that rose in the heart of the Bluewater Shopping Centre. Through playful challenges linked to rewards, the campaign ingeniously addressed the health apprehensions of parents while fuelling the intrinsic curiosities of its young attendees. The experience intertwined the joys of discovery and celebration, leaving an indelible mark on the young and the young-at-heart alike. Both Lauren Potter of 不凡帝范梅勒糖果中国有限公司 and Daljit Kaur Babber of N2O echoed the sentiment that this was not just about marketing, but about crafting moments. Moments of joy, moments of surprise, moments that would be etched in the memories of families as they celebrate the spooky season.

5. Haptic Technology: Merging Realities

Imagine exploring a VR haunted mansion and actually feeling its cold draft or textured walls. That's haptic technology for you. Where sensations aren't just figments of imagination but are facilitated by promising technology that stimulates the user's sense of touch. As we inch closer to a future where digital realms blur the line between the real and the virtual, there is one technology that is blurring the lines more than any other, and its results may give you chills. At its core, haptic technology refers to the science of applying tactile sensations and control to interaction with computer applications. In simpler terms, it's the tech that lets you "feel" virtual objects, environments, or even feedback from digital platforms, bridging the gap between our senses and the virtual world.

The potential applications of haptic technology extend beyond just spine-chilling experiences. Imagine VR showrooms where customers can feel the fabric of the clothes they wish to buy, or virtual tourism where the warmth of the sun or the spray of the ocean can be felt from the comfort of one's home. As brands venture deeper into this realm, the narrative possibilities are as boundless as they are thrilling. But, the challenge lies in using this tool judiciously, crafting experiences that are enchanting without being overwhelming.

Concluding Thoughts on a Spooktacular Journey

Having wandered the shadowy lanes of dark tourism and brushed against the ghostly touch of haptic tech, it's crystal-clear that brands today are whipping up deeper, more spine-chilling experiences than ever. Yet, with these spine-tingling innovations comes the responsibility to tread the line between the chilling and the respectful, the thrilling and the ethical. With advancements in technology continuing to open the window of possibility, innovations like haptic advancements continue to blur the lines between the tangible and the virtual. Simultaneously, as shockvertising becomes an increasingly popular gambit in the quest for eyeballs, we must ponder: Where will it end? Let us know your favourite marketing trend in the comments. Did we miss any out? Happy Halloween from the IPM team! ??

Next on IPM Insider

Join us next week as we dive into the long-awaited Online Safety Bill which has now become enshrined into law. Its primary aim? To ensure tech firms step up and shoulder the responsibility of protecting children from harmful content online.

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Credits

Agencies Involved: Frank , N2O , TBWA\Chiat\Day

Brands: Britvic plc , Weetabix , 不凡帝范梅勒糖果中国有限公司

Creatives: Elaine Wan , Lauren Potter , Daljit Kaur Babber

Special thanks: Dr. Philip Stone PhD MA BA , Aero Travels UK

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