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Halloween will certainly be celebrated a little differently this year due to COVID-19. However, brands are still taking advantage of the fun-filled holiday to engage with consumers in amusing and interactive ways just as they have in the past.

Below, we take a look at five spooktacular brand activations that are keeping the spirit of Halloween alive in 2020.

5 Spooktacular Halloween Brand Activations

1. The Reese’s Trick or Treat Door

There’s no way that Reese’s is going to let a pandemic get in the way of Halloween fun!  Instagram users were invited to drop a comment to Reese’s using the hashtag #reesesdoor to request an appearance of the Reese’s Trick-or-Treat Door in their hometown. The robotic door will visit select communities and neighborhoods and will dispense Reese’s Peanut Butter Cups to trick-or-treaters through the door’s mechanical mail slot.


2. Mars Wrigley TREAT TOWN

Virtual trick-or-treating? Why not?! After all, it is 2020, the year of virtual everything (sigh). To celebrate the season, Mars Wrigley has created TREAT TOWN, a digital platform that allows users to create a custom trick-or-treating experience with spooky decorations, costumes, and more. Participants use the platform to distribute or collect candy credits which can be redeemed for real candy through participating retailers.


3.  Stranger Things Drive-Into Experience

The Stranger Things Drive-Into Experience in Los Angeles offers fans a highly interactive experience that immerses them in the show’s storyline from the safety of their vehicles.  As fans drive through the 400,000 square-foot experience, a dedicated FM station narrates the story as live-action performances take place at each stop allowing participants to relive pivotal moments from the show’s three seasons.

Halloween drive-through experience


4. Maoam’s Mischief Manor

Maoam is hosting a fun, family-friendly pop-up in select cities in the UK. The contactless brand activation allows groups from the same household to safely experience a carnival-style journey that concludes with samples of Maoam’s sweet treats.

Halloween brand activations


5.  Sour Patch Kids Switches Things Up

Sour Patch Kids is saving Halloween this year for those who aren’t able to participate in trick-or-treating with a reverse trick-or-treating experience.  On Halloween, residents in 12 select cities can submit an entry for a chance to win a special Halloween package that will be delivered to their doorstep. But the fun doesn’t end there!  In one lucky city, the Sour Patch Kids themselves (costumed brand ambassadors) will personally deliver treats directly to people’s front doors.


Since 2002, ATN Event Staffing has helped retailers and brands successfully execute holiday brand activations of all shapes and sizes with our experiential marketing staffing solutions.  Contact us to learn more about how we can work together to help you wow your consumers! Cheers!

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