10.31.25
By Lisa Major
Consumers will spend a whopping (and record-breaking) $13.1 billion on Halloween this year, making it the perfect holiday for brands to go big with creativity, limited-edition products, and interactive experiences. From creepy pop-ups to brand partnerships, check out some of the most spooktacular Halloween brand activations and experiences of the year.
There’s no worse feeling on Halloween than running out of candy while trick-or-treaters are still out and about. But have no fear, M&M’s and GoPuff have teamed up to make sure candy bowls never go empty. Beginning at 5 p.m. on Halloween, the M&M’s Rescue Squad will be on standby for households in GoPuff delivery areas to refill candy bowls within an hour, ensuring no tricks and ALL treats.
HBO Max brought “IT’s” famous (and terrifying) clown, Pennywise, to life this Halloween with its “Red Balloon Takeover.” Iconic red balloons popped up in public spaces in cities around the world, creating unnerving encounters in everyday locations to promote the network’s premiere of its new series, IT: Welcome to Derry. In some locations, actors joined the installations, adding an extra layer of creepiness and making the experience feel surreal, and, of course, super shareable and buzzworthy.
Fanta partnered with Universal Pictures and Blumhouse to create The Haunted Fanta Factory in NYC to create hype surrounding the release of Black Phone 2 and Five Nights at Freddy’s 2, in addition to Fanta’s limited-edition Halloween flavors. Guests can make their way through an immersive horror-themed pop-up where they have to outsmart horror legends like Chucky and Michael Myers through challenges. The adventure continues online with a virtual version, allowing fans around the world to join the fun.
HI-CHEW celebrated Halloween with a pop-up experience in Southern California to promote its Halloween-themed, limited-edition Mystery Mix, featuring fan favorites and a new secret flavor. The House of Mystery invited guests to stroll through immersive rooms with fun, interactive elements, trick-or-treat, participate in photo ops, and try out samples of HI-CHEW while trying to guess the Mystery Flavor before its big reveal on Halloween. The colorful, spooky setting and playful mascot, Chewbie, make the experience fun, interactive, and totally shareable.
AMC teamed up with the Sphere in Las Vegas for the Sphere of Fear event, which ran in tandem with AMC’s month-long “FearFest” lineup of horror classics. Passerby watched the Exosphere light up with spooky visuals, hair-raising animations, and brand integrations from Bacardí and Velveeta. Bacardí sponsored week one of the event and took over the Sphere with billowing red smoke that transformed into its bat logo, while Velveeta joined in as a partner, sponsoring the “Best of FearFest” on AMC+. The action didn’t stop in Vegas; custom content ran across AMC’s network, streaming platform, and social channels, offering both physical and digital experiences for horror flick fans.
Since 2002, ATN Event Staffing has partnered with retailers and brands to bring unforgettable holiday activations to life. From spooky Halloween pop-ups to festive winter holiday experiences, our event staff and brand ambassadors know how to engage and connect with consumers. Contact us to learn more about our nationwide event staffing solutions!
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