Halloween’s Most Successful Digital Marketing Campaigns in 2017

If there’s one thing we can guarantee with the start of the holiday season, it’s powerful digital marketing. To create a successful marketing campaign and ‘go viral,’ you need good digital marketing tips and an idea of the future trends.

Effective Halloween Marketing Campaigns

We are outlining our favourite Halloween campaigns that have kept us up at night. It’s no surprise brands are focusing on digital marketing techniques for Halloween, with consumers expected to spend more than £320 million on the holiday.

Burger King

In a not-so-subtle dig at McDonald’s, Burger King have taken inspiration from Ronald McDonald for the effective digital marketing campaign. The clown-themed Halloween strategy is one of the greatest digital marketing techniques when it comes to outranking your competitors. Capitalising on the popularity of clowns, since the release of It, they have made them the centre of their digital marketing campaign – offering free Whoppers to those visiting Burger King in a clown costume.

The fast-food chain has produced a 90-second digital ad, utilising social media to its full potential. Encouraging guests to post their scary clown costumes and tag Burger King, along with the hashtag #ScaryClownNight, Burger King have created a masterclass in digital marketing tips. The tagline for the digital marketing campaign is even: “Come as a clown, eat like a king.” Take a bow, Burger King.


Halloween Marketing Campaigns - Fanta

Fanta took Halloween digital marketing to the next level in 2017. One of our top picks for successful digital marketing campaigns, Fanta jumped on the back of Snapchat’s 2017 success. Fanta’s outdoor virtual reality experience, supported by Snapchat, sees guests invited to enter an elevator and take a journey to the 13th floor to attend a Halloween party, with virtual reality surprises along the way. The Halloween digital marketing campaign is their most significant yet and will be shown at Thorpe Park and Westfield Stratford every day until November 1st.

Snapchat comes into the mix with the QR codes on the limited edition, spooky Fanta packaging. When you scan the QR codes, you’ll receive access to the branded Snapchat filters and lenses, including a China doll shedding tears of Fanta. Not only have they produced one of the most effective digital marketing campaigns of 2017, but they have even enlisted the help of influencers to promote the marketing campaign and recreate the Snapchat filters using makeup and costumes. This is social media marketing done right.

Dunkin’ Donuts

Halloween Marketing Campaigns Dunkin Donuts

Until Halloween, Dunkin’ Donuts is utilising the vast popularity of Instagram for a Halloween fancy dress contest (and to promote its two new drinks). For the chance to be featured on the Dunkin’ Donuts Times Square billboard, as well as receive $2,500 and a supply of coffee for a year (sign us up), fans have to share an Instagram picture of their fancy dress, under #DDHalloweenContest.

Another digital marketing technique Dunkin’ Donuts have used is the collaboration with Snapchat. DD has created an interactive game, ‘Donut Pop’ on Snapchat, to match dressed up Halloween donuts to score points and unlock limited edition filters and lenses. A different Snapchat geofilter is due to be released each day for six days, until October 31st. This is just another example of how digital marketing services are super beneficial to your brand and online profile.


Halloween Marketing Campaigns Topshop

Topshop is always ahead of the digital marketing trends. One of the most successful digital marketing campaigns of 2017 took the form of a collaboration between Topshop and Netflix. To improve the in-store experience (Topshop also launched a VR waterslide in their flagship store this summer), Topshop created an immersive ‘Stranger Things’ marketing campaign. To promote their 28 piece Stranger Things clothing collection (and the latest series), Topshop has created store sets, inspired by the show. Hawkins Lab, the arcade and Will’s Castle Byers den are all part of Topshop’s window display on Oxford Street. They are offering their shoppers the chance to exclusively watch the new series and ‘strangeify’ their experience online, with a unique landing page for shoppers.

Svedka Vodka

Svedka Vodka has taken Google Retargeting to a whole other level. Creating a Halloween digital marketing campaign based on the argument that retargeting is creepy, Svedka Vodka subjects viewers to terrifying ads that ‘follow’ you around the web. The digital marketing technique starts with a ‘Curse Video’ that once watched, leaves a ‘curse’ on the viewer, retargeting as you browse on the web. The retargeted messages are based on what the ads know about you; where you live (geotargeted), if you are on your phone or tablet etc.

You can only break the Halloween digital marketing campaign curse and free yourself of the banners by visiting the Svedka Vodka site. Once on the site, you have to share the clickbait news articles. Should one of your friends click on the article, they will then be redirected to the ‘Curse Video,’ and the nightmare will start again.

If you have any other Halloween digital marketing campaigns that have stopped you in your tracks, let us know.



Dan is a self-taught developer who has created hundreds of websites over the past nine years. Here at Flow, he builds websites to client specifications and helps maintain existing customer systems using his knowledge of PHP, HTML, JavaScript and CSS. Whether the problem is big or small, Dan will find a solution to get a project back on track.

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