The Good, the Bad, and the Ugly of Halloween Marketing Campaigns

But while Halloween marketing campaigns can be fun, it comes with a risk. A well-executed campaign can generate buzz and loyalty, whereas a poorly judged one can lead to poor engagement, unsubscribes, and social media nightmares.

So, here are three Halloween campaigns that received positive, mixed, or negative receptions after launching.

Our Halloween Marketing Campaigns Picks

#1: Ring’s #RingGhostSearch (2024)

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This Halloween, home security company Ring is running its exciting #RingGhostSearch campaign. Participants are encouraged to capture paranormal activity using their Ring doorbell cameras for a chance to win $100,000.

With Stranger Things star Finn Wolfhard onboard, the campaign feels fresh and perfectly aligned to the supernatural theme. Wolfhard’s connection to the eerie and unexplained adds authenticity, making the campaign fun for younger audiences. It’s a brilliant example of how to engage users with the product while tapping into Halloween’s spooky appeal.

Lesson Learned: Align your product with the Halloween theme in a fun and interactive way to encourage participation.

#2: Fanta’s #FantaHalloween Challenge (2021)

In 2021, Fanta tried to get into the Halloween spirit with the #FantaHalloween Challenge on Instagram and TikTok. The campaign aimed to encourage users to create spooky content using a branded filter with ghoulish effects. While the filters were fun and visually appealing, the campaign struggled to achieve the viral success Fanta had hoped for.

Why? The challenge needed clearer incentives for people to participate, and there wasn’t enough pre-launch buzz to build excitement. Plus, it had to compete with a flood of other Halloween challenges on TikTok – including user-generated challenges, leaving Fanta’s spooky content buried in a sea of social media noise.

#3: Burger King’s Scary Clown Night (2017)

Burger King’s Scary Clown Night aimed to troll their rival McDonald’s by offering free Whoppers to anyone dressed as a clown —a not-so-subtle jab at Ronald McDonald, McDonald’s famous mascot.

The idea was to be playful, however it unfortunately did not receive an entirely positive reception. Clowns are a common fear (referred to as coulrophobia) and there was a general trend of teenagers dressing up as clowns to scare people late at night. While the intent was to spook up some fun and promote Burger King’s strengths, the campaign received mixed reactions.

However, while it didn’t quite hit the mark for some, it did draw attention and bring people into restaurants for free Whoppers!

Lesson Learned: Focus on what makes your brand stand out when comparing yourself to competitors.

Conclusion: Make Sure Your Halloween Campaign Delivers a Treat, Not a Trick

Halloween presents a great opportunity to get creative and connect with your audience in a playful way. As we’ve seen, campaigns like Ring’s #RingGhostSearch succeed by embracing the spirit of the holiday while staying true to the brand. Meanwhile, Burger King’s clown stunt received a mixed reaction from a wider audience.

To plan a spook-tacular campaign, we recommend planning your campaign carefully in a year long calendar of events. Check out our essential 2025 eCommerce calendar with tips for all the big events!