Halloween Campaigns We Love

We’ve been keeping an eye out for our favorite spoopy and creepy campaigns this year to see what we can learn from them.

Got a good one we missed? Tell us about it on Twitter @UnionMetrics.

Starbucks Witches Brew Frappuccino

First came the Unicorn Frappuccino and Instagram embraced its colorful swirls. Now Starbucks is back with a seasonal twist that’s meant to be more Instagram-friendly than palette friendly, it would seem: The Witches Brew.

This isn’t the first spooky frapp they’ve put out either; Marketing Dive lists the special drinks they’ve launched to give the PSL a break over the past few years.

Creating something people want to even borrow for a photo is a clever move on the coffee chain’s part, since it gets buzz going around their brand even if those buzzing about it have no intention of actually buying this latest seasonal concoction (“Have you seen the new Starbucks drink?! It’s crazy!”)

For those who do embrace it, it’s all about fun. And that fits right in with Halloween.

Dunkin’s DIY costume contest

Instagram loves a good Halloween costume, and Dunkin’ has upped the stakes with a chance to win $1000 and a year’s supply of coffee for winning their contest.

Screen Shot 2018-10-30 at 5.34.37 PM
via Dunkin’ on Instagram

It’s no Dancing Pumpkin Man, but it’s a fantastic way to get fans involved with the brand and turn some into even bigger advocates as they share their costumes with their networks.

Fanta goes big

Limited-edition holiday cans consumers can scan for a chance to win prizes isn’t new, and neither is a brand working with an influencer. Branded escape rooms aren’t new either. But Fanta pulled all of these elements together for a Halloween campaign this year, culminating in their “Flavors That Thrill” escape room experience.

The influencer they pulled in for this project is a member of The Fantas (their branded song-and-dance group):

And they made sure to give the whole thing an air of exclusivity by sharing it in their Instagram Story, which disappears after 24hrs. They did add a Halloween Highlight, however:

Fanta Halloween Story


Fanta did a great job building an exciting campaign that still feels accessible both via social media and the fun of hunting for limited-edition cans in your area. Using an influencer who is already a brand ambassador is also a great move, since it strengthens the relationship and pulls in a potentially larger audience who already has a tie to their brand via the influencer.

(Want more? Check out the writeup for this campaign in Marketing Dive.)

And Happy Halloween from all of us at Union Metrics!