How Content Marketers Celebrated this Halloween
Holidays are a fun and great way to mix things up and engage with your audience on a more personal level. But not every brand should embrace every holiday. You still want to take a strategic approach and ensure that your content is serving a purpose. This Halloween, a few brands got into the spirit while adding value to their customers' experience.
All Treats, No Tricks from PAYLESS
Payless ShoeSource used Facebook posts to help moms imagine different ways Payless shoes could be used in their kids' costumes this year. By pairing bright, bold graphics with real images of shoes and a playful call to action, Payless was able to capture their primary Facebook audience's (moms) attention and provide simple, yet valuable content based on their needs. The graphics from this post were utilized in a few different ways, engaging their audience at strategic points throughout the month with promo codes and more.
EMS took more of a humorously horrifying approach to Halloween, by cutting a jacket in half and exposing its guts. An email with a looping animated gif of a crime scene and playful copy blocks analyzed the evidence while illustrating the jacket's durability. The email even ends with security footage of a robber quickly stuffing the jacket into its own internal pocket. After getting a good laugh at this playful email, viewers were directed to a page on the EMS website, which further dissected the Feather Pack Jacket.
Dunkin’ Donuts Spun a Spell on Yarn
Teenagers have recently been flocking to a new form of media, chat-fiction apps. Chat-fiction presents short-form digital stories in a familiar text message format. This Halloween, Dunkin’ Donuts targeted a teenage audience by partnering with Mammoth Media to create, what is said to be, the first brand-integrated story on the app Yarn. The ad is called “The Witch’s Spell,” and it’s broken up into four episodes, each delivered in Yarn’s hypothetical, short text message style, using images and videos to round out the tale. Aside from the blatant Dunkin' product placement the story is overly silly and simplistic (which may be the beauty of it after all). Yarn and other chat-apps are an interesting new medium for brands with younger audiences to explore.
(Beware there are spoilers in the images below).