Spooky Success: 10 Creative Ways Companies Can Leverage Halloween to Market Themselves

As the witching hour approaches, businesses are conjuring up creative ways to capitalise on the spooky season. Halloween is a unique opportunity for companies to stand out, build brand awareness, and drive engagement. In this post, we'll explore 10 creative ways companies can market themselves during Halloween, highlighting the types of businesses that would most benefit from each method, as well as providing inspiring examples and tips to make the tactics your own.

1. Host a Virtual Costume Contest

Create a social media contest where followers can submit their best Halloween costumes. Partner with influencers or popular costume designers to judge the contest and award prizes. This campaign encourages user-generated content, increases engagement, and showcases your brand's playful side.

Perfect for: Tech startups and e-commerce companies.??

Example: In 2023, TikTok launched its #HalloweenSpirit challenge, encouraging users to showcase their most creative Halloween costumes. The contest generated millions of entries, with winners receiving exclusive TikTok merchandise and a chance to be featured on the app's official accounts. This campaign successfully leveraged user-generated content and increased engagement on the platform.

Tip: Consider offering unique prizes that reflect your brand's identity, such as exclusive products or experiences. You could even encourage followers to judge your team’s Halloween costumes as part of the campaign.

2. Offer Spooky Discounts and Promotions

Offer discounts, free shipping, or special deals on Halloween-themed products. This strategy drives sales, attracts new customers, and creates a sense of urgency around your brand.

Perfect for: Retailers and e-commerce businesses.??

Example: In 2000, Chipotle introduced its "Boorito" promotion which has stood the test of time. In 2023, Chipotle offered discounted entrees to customers who ordered online or through the app using the code "BOORITO" on Halloween. This digital-first approach adapted to changing consumer behaviours and drove significant online orders.

Tip: Use countdown timers in your marketing materials to amplify urgency. You might also consider themed bundles that encourage larger purchases to boost average order value.

3. Create a Haunted House Experience

Design an immersive, interactive experience that transports customers into a spooky world. Partner with local businesses to create a haunted house trail, complete with themed rooms, special effects, and terrifying actors. This campaign generates buzz, builds brand awareness, and creates memorable experiences.

Perfect for: Experiential marketing agencies and event planners.??

Example: In 2019, Netflix partnered with Secret Cinema to create an immersive Stranger Things experience in London. The event transported visitors to Hawkins, Indiana, complete with 80s-themed sets, interactive performances, and themed food and drinks.

Tip: Partner with complementary businesses, such as local food trucks or entertainment providers, to enhance the overall experience. Leverage social media to generate buzz and encourage guests to share their haunting adventures.

3.Develop a Halloween-themed Game or Challenge

Create a mobile game, puzzle, or challenge that's Halloween-themed. Encourage users to share their progress on social media and offer rewards for completing levels or achieving milestones. This campaign drives engagement, increases user retention, and showcases your brand's creative capabilities.

Perfect for: Gaming companies and app developers.??

Example: In 2016, Pokémon GO introduced its annual Halloween event featuring special ghost-type Pokémon, themed research tasks, and exclusive in-game items. This seasonal update kept players engaged and attracted new users during the Halloween period.

Tip: Incorporate elements of your brand or products seamlessly into the game or challenge. Offer exclusive rewards or virtual items to incentivise participation and drive user retention.

5. Host a Spooky Webinar or Live Stream

Host a webinar or live stream on a topic related to Halloween, such as "The Psychology of Fear" or "The History of Halloween." Offer exclusive content, Q&A sessions, and special discounts to attendees. This campaign establishes your brand as a thought leader, builds trust, and generates leads.

Perfect for: B2B companies and educational institutions.

Example: In 2022, the Smithsonian Institution hosted a virtual "Spooky Collections and Spectacular Bat Adaptations" webinar. This educational webinar generated engagement on their website while positioning the Smithsonian as a leader in accessible scientific content.

Tip: Collaborate with industry experts or influencers to add credibility and reach to your webinar or live stream. Offering exclusive content such as Q&A sessions or downloadable resources will encourage registration and engagement post-event.

6. Collaborate with Influencers and Content Creators

Partner with popular influencers and content creators to showcase your products in Halloween-themed tutorials, challenges, or vlogs. This campaign increases brand visibility, reaches new audiences, and drives sales.

Perfect for: Fashion and beauty brands.??

Example: NYX Professional Makeup partners with popular beauty influencers for Halloween makeup tutorials using their products. Their campaigns run across TikTok, Instagram, and YouTube, showcasing product versatility while driving engagement.

Tip: Provide influencers with creative assets like branded props or exclusive product sets to ensure consistent brand aesthetics across their content. Offer incentives such as commission-based sales or exclusive experiences to encourage participation.

7. Develop a Limited-Edition Halloween Product Line

Create a limited-edition product line with Halloween-themed packaging, flavours, or designs. This campaign generates buzz, drives sales, and creates a sense of urgency around your brand.

Perfect for: Consumer goods companies and product designers.??

Example: In 2020, Oreo released a limited-edition "Spooky Graveyard" cookie featuring Halloween-themed designs that drove sales and social media buzz during the season.

Tip: Ensure your Halloween-themed products align with your brand's aesthetic and messaging. Consider offering a range of price points to appeal to different customer segments.

8. Host a Spooky Social Media Takeover

Take over a popular social media account for a day sharing Halloween-themed content and exclusive deals. This campaign increases brand visibility and drives engagement whilst showcasing your creativity.

Perfect for: Social media agencies and marketing firms.

Example: In 2023 Universal Studios partnered with horror film directors for an Instagram takeover sharing behind-the-scenes content, trivia and sneak-peeks, engaging their audience around upcoming projects.

Tip: Develop a cohesive on-brand social media strategy incorporating various content formats like polls or quizzes within your takeover plan to encourage interaction from followers. Highlight user-generated content during the takeover to foster community engagement.

9. Offer a Free Halloween-themed Resource or Guide

Create a free resource such as a guide to Halloween-themed marketing statistics or a collection of spooky business memes that establishes your brand as a thought leader. This will build trust in your business and generate leads through customer engagement.?

Perfect for: Educational institutions and B2B companies.

Example: This blog!

Tip: Promote these resources across multiple platforms including email newsletters and social media channels for maximum reach. Consider hosting discussions around these topics in forums or webinars to further engage your audience.

10. Host a Halloween-themed Party or Event

Host a Halloween-themed party event complete with costumes, games and spooky decorations. Offer exclusive deals, discounts and promotions to attendees, generating buzz and building awareness through creating a memorable experience.

Perfect for: Event planning companies and hospitality businesses.

Example: Popular UK amusement park, Thorpe Park, hosts ‘Fright Nights’ across multiple days every October. This diversifies their offerings from rollercoasters and games to include live-action horror mazes and other themed activities, driving sales and social media engagement during the holiday.?

Tip: Infuse local culture into your event planning to make it distinctive; consider partnerships with local artists or musicians for added flair. Offer unique packages that encourage ticket sales beyond just entry fees.

Measuring Success

When measuring the success of your Halloween marketing campaign consider the following metrics:

• Engagement: Track likes, comments, shares and other metrics to see how the campaign is performing.
• Conversions: Monitor sales, sign-ups and conversions to see how the campaign is driving results.
• Brand Awareness: Track mentions, hashtag uses, and other metrics across social media to see how the campaign is increasing awareness.
• Customer Retention: Monitor retention rates to see how the campaign is impacting loyalty.

Conclusion

Halloween is a unique opportunity for companies to stand out, build awareness and drive engagement. Leveraging these 10 creative strategies, businesses can capitalise on spooky season and create lasting impressions with customers. Whether you're a tech startup, e-commerce business or B2B firm, there's a tactic perfect for you. So don your best costume and get ready to conjure up some spooky success!

Author - Ed Newey