Brands Aren’t Scared To Show Their Love For Halloween
5 minute read
- Brands who engage in scare tactic activations during Halloween are able to capitalize on being relevant in a moment of passion and tradition with consumers.
- By showing consistent Halloween marketing efforts that consumers love, brands will prove to be “Halloween-authentic”
- A number of sponsorable properties emerge during the Halloween season, creating an opportunity for corporate sponsors to invest in the holiday
This year’s Halloween is projected to be at all-time high with consumer dollars spent and largest number of people celebrating. Not only is this year forecasted to be a massive hit, various types of properties and products have emerged and have sparked interest of sponsors. Halloween also offers a time to target specific demographics, including millennials as 81% of 18-34 year olds plan on celebrating. MKTG explores brands and properties that have capitalized on the celebration and consumer investment
Brands that explore unique experiential activations during the Halloween season will break through clutter.
Consumers love being scared. Scare-tactic activations are high impact and resonate with consumers when planned strategically. Ride sharing app Lyft creates the ultimate Halloween ride by partnering with Netflix to create ultimate Stranger Things experience. Guests can opt for “Strange Mode” when ordering their ride where the consumer trip will be modified into a spooky journey.
Halloween is a time of celebration which increases the call-to-action from ride sharing and taxi companies resulting in high clutter within this category. By capitalizing on this event and by partnering with one of the most popular shows on Netflix – Lyft promotes a unique riding experience as consumers are inspired to engage and have the Lyft brand top of mind during the Halloween season. This experience is likely to resonate with consumers which may result in future app usage from consumers.
By showing consistent Halloween marketing efforts that consumers love, brands will prove to be “Halloween-authentic”
In the past, Captain Morgan has showed heavy investment in the Halloween season through photo contests, hosted events and advertisements. This year, the brand has decided to re-launch its Jack-O-Blast spiced rum featuring the seasonal favourite flavour, pumpkin spice. Not only is the brand capitalizing on consumer flavour trends and high 2017 Halloween spending habits, they are furthering their association with the Halloween season by relaunching a recognizable product. Consumers are familiar with Captain Morgan’s playful Halloween advertising (not to mention the brand ambassador is a Pirate) and by relaunching a consumer favourite and highly rated product further stamps the brand’s tie with the Halloween season.
A number of sponsorable properties emerge during Halloween season, creating an opportunity for corporate sponsors to invest in the holiday
Smaller brands interested in targeting specific demographics and to gain further exposure can look to become a sponsor of niche Halloween events.
The Vizcaya Mansion in Miami hosts a well-known annual Halloween event for industry professionals. The party attracts sponsors from a variety of levels, but most importantly, allows room for local sponsors to be seen amongst Tier-1 brands. These opportunities allow for smaller boutique brands to add more experience to their roster and to align themselves with an unforgettable consumer experience with a targeted demographic.
Halloween is a celebration of fun and thrill that provides a platform for brands of all levels to engage, take ownership of and create an impact on consumers.