Halloween is no longer just a time for candy and costumes. It's a major marketing moment. To truly stand out, brands need to craft PR and marketing strategies that not only capture attention but create lasting impressions. Halloween has become a golden opportunity for brands to flex their creative muscles.
The truth is, consumers are bombarded with Halloween content in October. That's why it’s easy for a brand’s message to get lost in the crowd. Therefore, campaigns that make a lasting impression are those that exceed the typical tricks and treats. They are the ones that identify unique ways to connect with their audience.
It’s not just about being festive. It’s about being remarkable, engaging, and, most importantly, innovative.
Since Halloween isn’t a major holiday in Indonesia, these campaigns might not resonate as strongly with local audiences. However, they can still serve as a creative reference for PR campaigns that push creative boundaries and introduce fresh concepts. Here are five Halloween marketing campaigns that raised the bar!
- Airbnb’s “Sleep in Dracula’s Castle”
Doc. Airbnb
Airbnb knows how to deliver unforgettable experiences, and for Halloween 2016, they truly outdid themselves. They launched the “Sleep in Dracula’s Castle” campaign, which offered two lucky winners the chance to spend the night in the real Dracula’s Castle (Bran Castle) in Transylvania.
The winners got to experience sleeping in velvet-lined coffins and enjoy candlelit dinners, fully immersing themselves in the Gothic charm of Dracula’s home.
Why It Works: Dracula is a well-known character created by Bram Stoker, inspired by historical figures like the Wallachian prince Vlad the Impaler.
Although not everyone has read the book or watched the movie, Dracula has become one of the iconic figures of Halloween. Have you ever seen someone dressed as Dracula at Halloween parties? Yeah, exactly.
This might explain why Airbnb launched that campaign. They went beyond traditional Halloween marketing by crafting an authentic, once in a lifetime experience. The campaign not only tapped into Halloween’s spooky appeal but also encouraged the audience to experience an overnight stay in the infamous Dracula Castle, which many fear.
Moreover, staying overnight isn't an option for most people (unless you rent the entire place like Sam & Colby), which didn't lead to an increase in actual stays. However, safe to say that it certainly drew in horror enthusiasts, resulting in a massive surge of traffic to the Airbnb website and app.
- Tinder's “Swipe Night”
Doc. Tinder
In 2019, Tinder adopted a fresh approach to Halloween with the launch of “Swipe Night.” This interactive apocalyptic adventure allowed users to make choices, resulting in over 2,000 possible outcomes.
Every Sunday throughout October, participants faced various scenarios and selected their responses. It ultimately connects them with others who experienced similar endings, as curated by Tinder. It serves as a fun conversation starter, helping them connect better.
After receiving an incredible response from users, Tinder launched the second season titled "Swipe Night: Killer Weekend." It premiered on Sunday, November 7, 2021, across 25 global markets.
Why It Works: The event resulted in a 26% increase in typical Sunday night matches and a 12% rise in messages exchanged in the United States. Tinder tapped into both FOMO and the Halloween spirit by creating a limited-time, engaging event that users felt involved in.
The campaign not only promoted the app but also crafted a personal experience that people wanted to discuss, share, and engage with. It's a creative way to blend entertainment and matchmaking, keeping users hooked.
- IKEA Singapore's “The Shining”
Doc. IKEA Singapore
Who isn’t familiar with the scene of the twin girls in matching blue dresses standing in the hotel corridor? While some of you may not have seen “The Shining”, I’m sure you’ve encountered this iconic moment somewhere.
In 2024, IKEA capitalized on the opportunity to engage fans of the horror classic by launching a campaign inspired by Stanley Kubrick's 1980 film.
Instead of featuring the infamous yellow wallpapered hotel corridors, the main character, Danny, rides his tricycle through an IKEA store. This time, the store is decorated with horror-themed elements, including skulls and a wardrobe marked with the word "REDRUM" in red.
Instead of encountering the twins, Danny comes across some rather unusual-looking "twins." It turns out these supposed twins are actually his parents, and it was all in his head!
Why It Works: From my perspective, it makes perfect sense. The audience is immediately presented with two familiar elements: a scene from “The Shining” and the layout of an IKEA store that many of us have visited numerous times.
In the one minute and twenty four seconds video, IKEA aims to promote their late-night shopping, available until 11 PM. This timing is fitting, as midnight is often associated with ghostly appearances. It's also likely past the children's bedtime, leading to wild imaginations.
Most importantly, this ad isn’t scary at all. It cleverly incorporates humor by casting a pair of parents as the infamous twins, making it both feel out of place but makes sense.
- Shane Dawson X Jeffree Star’s “Conspiracy Palette”
Doc. Jeffree Star Cosmetics
The Shane Dawson x Jeffree Star “Conspiracy Palette” is a highly anticipated collaboration between YouTube sensations Shane Dawson and Jeffree Star, released in November 2019.
This palette was part of a larger collection that included lipsticks and accessories, all inspired by the internet culture surrounding conspiracy theories.
Featuring a mix of bold and neutral shades, the palette consists of 18 highly pigmented colors, each with unique names reflecting various conspiracy theories and themes, such as 'Illuminati,' 'Sleep Paralysis,' and 'What’s the Tea?'"
Why It Works: Before the palette even hit the shelves, Jeffree Star and Shane Dawson build hype with a YouTube documentary that takes viewers behind the scenes of the palette’s creation. This gives fans a sense of ownership and attachment to the product before it hits the market.
By the end of October 2019, Shane Dawson boasted 23 million subscribers on his main channel, while Jeffree Star had over 16 million. Think of the palette as merchandise. With such large fanbases, it’s clear that at least thousands of them are eager to purchase their merchandise.
Not to mention the beauty enthusiasts who are already loyal customers of Jeffree Star Cosmetics, Star’s beauty brand. Naturally, they would be eager to get their hands on the palettes as well.
The excitement generated by the campaign resulted in the palettes selling over 1.1 million units within just a few months. It's crazy!
- Uber Eats: “Don’t Run Out”
Doc. Uber Eats
Uber Eats tapped into a universal Halloween fear to run out of candy with their “Don’t Run Out” campaign. Starring Keke Palmer and featuring characters like ghosts and mummies, it humorously reminded people to use Uber Eats to restock their Halloween treats. The campaign was lighthearted but effectively conveyed Uber Eats' convenience and the importance of being prepared for trick-or-treaters.
Why It Works: Aside from the high-quality production and Keke Palmer starring as the lead, there's another factor that makes this campaign even more intriguing. The video features USD 1 million worth of hidden promo codes, encouraging the audience to watch it over and over again.
It effectively communicates that Uber Eats meets all your food and drink needs, while also tempting you with promo codes. Who could resist?
As these campaigns show, creativity is the lifeblood of successful Halloween PR and marketing. It’s not enough to simply throw in a pumpkin or spooky font. Brands need to tap into the heart of the holiday and offer something truly engaging.
These Halloween campaign strategies may not be as relevant in Indonesia since the holiday is not widely celebrated. However, they can still inspire creative approaches for national public holidays like Independence Day, Eid, Youth Pledge Day, and others.
So, don’t be afraid to get creative and ensure your campaign leaves a lasting impression. Because in today’s competitive landscape, the real horror is blending into the crowd.
