Ah, Halloween – that time of year when it’s socially acceptable to indulge in all things spooky, from gory costumes to haunted houses, and of course, pumpkin-flavoured everything.
Beyond the costumes and candy, Halloween presents a golden opportunity for marketers to tap into that spooky season energy and connect with their audience in new and creative ways. Let’s dive into some of the best Halloween marketing campaigns that have not only scared us, but also inspired us, with their use of different channels to grab attention and make an impact. Grab your candy, settle in, and prepare to be wowed by some truly ‘killer’ marketing.
IKEA: Monsters Not Included
Remember those childhood nights when you were absolutely certain a monster was lurking in your wardrobe? IKEA took this fear and turned it into marketing magic with their “Monsters Not Included” campaign. The premise? Monsters might be hiding behind your curtains, under your bed, or in your wardrobe, but thanks to IKEA’s affordable and cosy home accessories, you can rest assured that no monsters are included in the package.
What’s genius here is how IKEA taps into an almost universal fear—monsters under the bed—and flips it into something whimsical and playful. Not only do they reassure you that no scary creatures come with your new wardrobe, but they also slyly suggest a nightlight might do the trick for any lingering childhood terrors. Short, snappy, and spot-on.
Mars Wrigley: "Halloween It Like You Mean It"
If there’s one thing everyone can agree on during Halloween, it’s that sweets are non-negotiable. Mars Wrigley understood the assignment with their campaign, “Halloween It Like You Mean It,” which was basically a sweet-laden call to action for anyone even remotely thinking of skipping out on the holiday.
With an interactive website that included a ‘Handy Candy Calculator’ to help make sure you don’t run out of fuel for the trick or treaters, Halloween recipes, shopping links, and promo codes; this campaign ticked all the boxes. It wasn’t just about selling chocolate bars; it was about making sure your Halloween was fully stocked, stress-free, and, most importantly, sweet. Whether you’re team Twix or Snickers, Mars Wrigley has your back, ensuring you “mean it” this spooky season.
Liquid Death: Martha Stewart Dismembered Moments Candle
Martha Stewart… in a Halloween campaign? Liquid Death, a brand known for pushing boundaries, decided to team up with the queen of all things domestic to promote their Halloween-themed product: the Dismembered Moments Luxury Candle. Seriously, who doesn’t want a luxury candle in the shape of a dismembered hand? The commercial is a masterpiece in contrasts—Martha, as calm and composed as ever, sweetly introduces the candle amid screams, fake blood, and heavy metal music.
It’s the kind of bizarre, unexpected pairing that makes you do a double-take, and really grabs your attention. Chalk it up to Martha’s unflinching poise in the face of chaos, or Liquid Death’s ability to make canned water seem edgy. Either way, this campaign was a spooky hit, because what’s Halloween without a little dismemberment?
Skoda: Carving Pumpkins (and Cars)
Pumpkin carving? Pretty standard Halloween fare. Carving a Skoda car hood instead? Now we’re talking. Skoda’s Halloween ad played off childhood nostalgia, showing a young boy carving a pumpkin, only to flash-forward to his adult self carving the face into the hood of a Skoda.
It’s a simple concept, but incredibly effective. Not only does it tug at your heartstrings, but it also aligns perfectly with Skoda’s brand—focusing on creativity, craftsmanship, and a bit of fun. It’s Halloween for grown-ups, but with the same childlike joy of carving a pumpkin, only this time the “pumpkin” is a car.
SVEDKA: A Halloween Curse
Here’s the deal: we’ve all experienced ad fatigue, and Svedka knows it. So, what better way to break through the noise than by cursing your audience? The campaign starts with an ominous message: “By watching this, you’re now cursed.”, invoking online copypasta posts which drive engagement by threatening to curse the reader if they don’t comment & share. Sure enough, the only way to break the curse? Share the video with a friend.
It’s the kind of playful and slightly devious concept that fits perfectly with Halloween. By engaging the audience directly and making them part of the experience, Svedka turned a simple video ad into something memorable, interactive, and just a little bit creepy.
Oh, and by the way? By reading this blog post you are now cursed. Share this blog post with your social networks and we’ll get that taken care of for you. 😉
Netflix: "Netflix & Chills"
“Netflix and chill” has become a modern catchphrase, but for Halloween, the streaming giant put a spooky spin on it with their “Netflix & Chills” campaign. The concept was simple: use the popularity of the phrase to showcase some of their scariest shows and movies, like The Haunting of Hill House and 1922.
Sometimes, the best campaigns don’t need to be over-the-top. By playing off their own brand’s massive cultural influence, Netflix was able to remind viewers that when it comes to streaming horror, they reign supreme. All you need is a cosy blanket (and maybe some protection from whatever’s lurking in the shadows).
M&M x Ring: Trick-or-Treating Gets Tech-Savvy
What happens when you combine Halloween with cutting-edge tech? M&M and Ring created an innovative collaboration that took trick-or-treating to a whole new level. By teaming up with Ring doorbells, M&M’s ‘spokescandy’ Red, greeted trick-or-treaters with interactive challenges, pranks, and Halloween-themed games.
The best part? Ring users were encouraged to share videos of these interactions online, bringing a whole new layer of social engagement into the mix. It’s a smart way to integrate technology into a centuries-old tradition, all while making sure M&M’s stay top of mind.
Final Thoughts
From monster-filled closets to luxury candles, Halloween marketing campaigns prove that there’s no shortage of creativity when it comes to capturing the spooky season. Whether they’re tapping into childhood fears or using the latest technology to enhance a centuries-old tradition, brands continue to push the envelope on how they connect with audiences during Halloween.
So, as you’re carving your pumpkin or picking out sweets for trick-or-treaters, remember: there’s always a marketing team somewhere plotting their next spooky move. Happy Halloween!
