Scarily Good Content: My pick of brand content this Halloween
The American wave of enthusiasm for celebrating Halloween seemed to grow even more loud and proud this year in London – I saw a large number of people wearing costumes which had absolutely nothing to do with the meaning of all hallows eve – it appears the celebration is less about the day of the dead and more about fancy dress. My preference for the slightly more purist definition of Halloween, stems from having lived in Mexico during my third year abroad, where I wrote my dissertation on the festival which is observed in every Mexican home. I am not the Halloween grinch – this year I attended a Halloween party as Red Riding Hood (sans wolf).
As always, brands all over the world were taking part in the seasonal celebration via social media – here is my pick of the best and scariest Halloween themed brand content, published on each of the big social networks:
Vine: Tombstone Pizza. Picked this week to be in the top 5 campaigns in the annual Mashie Awards, Tombstone Pizza (US) deserve the top spot in my blog with their #BitesofFright. The campaign went viral thanks to some oh-so-wonderfully cheesy Vine videos, posted every day in October. The production of the videos is not glossy and professional, which means the content feels familiar in the stream – very clever Deep Focus. I particularly liked this gem:
Twitter: This Is Lady Land (blog). It was on Twitter via Time Out I spied the photo of a hipster kid (a common fright in East London) and then discovered the full, wonderful collection of very English children’s costumes titled Halloween in the Capital: 7 Little Terrors of London.
The photos are creative, high quality and the accompanying captions are suitably drole – a great example of strong content released ahead of a big seasonal event, which was rightly rewarded with a truck load of other sites (including Buzzfeed) and media outlets using the images – I even saw other brands using the photos from this shoot! I’m highlighting this because it went viral in London and I enjoyed the blog post very much, but the 6 stylish ladies who create and curate this beautiful blog, “where you go for your fix of fashion, food, beauty, interiors, kid-wrangling and kick-ass craft” have not converted the coverage into Twitter followers, the link to their Instagram is broken on the site and the only place they report to be enjoying the conversation is on Imgur where the audience has no opportunity to follow. Let’s not think about what a missed opportunity this is – that would be too scary. As this is a list of my personal picks of the best Halloween content I’ve seen and this went viral on Twitter, LadyLand have more than earned their place.
It had been reposted by someone I follow and I spotted in the comments someone else saying they had also reposted (the IG equivalent of a RT) which made me click through to the original post. This is a straight up example of creative, eye catching, unique, content which appeals to the target audience and is custom made for the platform. Instagram is all about beautiful images – if you can create them, you will win followers and engagement on the social network which receives the most interaction from users.
Hello Free My Store – I know about you now.
Facebook: Dos Equis. Stand out winner on the monster social network that is Facebook, is beer brand Dos Equis. According to Heineken USA, Halloween is now “the sixth biggest beer-selling occasion of the year”, and the brand launched a huge, multi-channel campaign with an adult masquerade ball theme and a competition to win a trip to New Orleans (the Mecca of fancy dress parties, outside of Europe). TV ads and teaser videos aside, the best part of the campaign is taking place on the Facebook page. The brand posts are cheeky, naughty and punchy but it is the comments from Facebook users which make this my top pick on Facebook.
Pinterest: Gertrude & Ivy. This social network went pin-crazy with every kind of inspiration you could possibly need for Halloween – case in point, it provided the stencil for my winning pumpkin carving.
There was so much brand activity and lots of it very creative boards, pins, titles and captions – too many to choose from. Luckily my colleague Sarah pinned a beautiful board filled with her pick of the best Halloween decoration Pins.
Did you spot any stand-out Halloween campaigns via social? Tweet me @Gertrudeandivy or in the comments below.