Halloween according to This is Money, became the third biggest occasion in retail in 2015, overtaking Valentine’s Day and hot-on-the-heels of Easter in second. Once an occasion saved for youngsters trick or treating and American pop culture, there is a growing demand from consumers for all things frightful and delightful.
Although still seen as predominantly as a US focused celebration, Halloween is growing in popularity here in the UK. According to a recent article by Marketing Week, in 2013 the estimated UK retail value for Halloween stood at £230m. However, in the space of just four years, this has grown by 35%, with retail sales hitting £310m in 2016 (source: Mintel).
Therefore it’s no surprise that many of the world’s biggest and smallest brands are jumping on the trend and looking to grab a slice of the pumpkin.
Having witnessed and participated in a busy few weeks of brand festivities, Stir rounds up the best of the bunch, prepare yourself for some frightful delights.
Burger King #ScaryClownNight & Never Trust a Clown
In a not so particularly subtle dig at its arch rivals, Burger King created a 90-second digital ad, encouraging consumers to “dress like a clown to eat like a king”, offering the first 500 clown-dressed visitors to its selected restaurants a free Whopper.
Jumping on the back of the success of ‘It’ Burger King also hijacked a film screening, pre-credits with two spotlights, one saying ‘The moral is: never a trust a clown’ with the second a Burger King logo. Really simple, but well executed activity from Burger King that gained virality online and social media alike.
The Champagne House’s annual event ran across a four-story building in Farringdon, curated by fashion icon Carine Roitfeld, exploring the seven deadly sins. Weird and wonderful and stylishly done, this was excellently executed and a fantastic fit for Veuve Clicquot.
Transporting you right to the heart of real Mexico, this 100% agave tequila is, for a short time only, presented in bespoke Day of the Dead bottles, featuring renowned artist’s David Lozeau’s iconic designs. These vibrant illustrations embody the Mexican spirit of Day of the Dead and perfectly epitomise el Jimador’s philosophy of encouraging consumers to live life in its most vibrant form. Guilty, this was a Stir activation, but a simple and authentic activation, fit for this quality tequila producer.
Learning from its costly mistake with Rihanna, Topshop collaborated with Netflix show Stranger Things to launch an exclusive clothing line. To help launch the range, Topshop transformed its flagship Oxford Street store into a cinema and screen the first two episodes of series two the day before general release. A great way of generating coverage by association with one of the biggest releases of the year.
Tapping into the insight, that we all fear being tracked by the internet, this vodka producer created an ad, not dissimilar to The Ring, that followed you on every website you visited after watching it. Using geo-targeting and display advertising, this clever and was a perfect fit for the millennial audience it was targeting.