Brands Use Moment Marketing To Connect With Consumers On Halloween

01-Nov-2019

The witching hour is upon us. As October draws to a close, creepily-costumed children are ready to march the streets paved with the amber glow of candle-lit Jack O’Lanterns. Halloween has steadily become a staple celebration every bit as essential as Christmas and New Year’s Eve.

For an annual festivity that’s been around for hundreds of years, it’s about time that technology caught up by putting the digital into the devilish. Moment marketing has become a huge asset for brands as they curate creatives around a trending topic and receive a huge attraction for the same. This, in turn, gives brands a large following due to their quirky creatives that capture the attention of millennial viewers. Plus it helps the brand launch their campaigns. Here's how the brands have gone high-tech for Halloween.

Richa Wadhera, Strategy Director, BBH India, the creative agency network responsible for conceptualizing the Halloween creative for their client Tic Tac stated, “Between Instagram, pop culture cues, and the all too familiar concept of costume parties, Halloween is becoming a thing in India, which has been a long-time coming. What makes it great for marketers is the sheer potential for creativity, given that the ‘Fear of Missing Out’ is pretty much central to communication. With brands finding new and fun ways to lead with product, and with vocabulary that leads to excitement, surprise, and anticipation, wordplay seems to come ‘supernaturally.’ This works great for us with Tic Tac, given that, the brand tone is punny and cheeky.”

Apart from generating creatives around Halloween, The brand Bacardi has leveraged on the festival by organizing an on-ground event known as ‘CarnEvils’. This event was launched last year and will be hosted this year as well in Delhi.

Raghu Bhat, Founder & Copywriter, Scarecrow M&C Saatchi said, "Social media is giving brands the chance to engage with customers without spending a lot. A festival like Halloween creates a topical context where brands can let loose their creativity and have fun. The creative challenge is to link the product, be it an ice-cream or an OTT platform, or even a health care app to Halloween, and brands are doing just fine."

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