A Halloween marketing campaign in 2025 is expected to be more creative, tech-driven, and emotionally engaging than ever.
With global Halloween spending reaching new highs, brands are leveraging storytelling, AR, and social media virality to enhance visibility and consumer engagement.
This article highlights 13 successful Halloween campaigns for brands in 2025, showing how leading names like Burger King, IKEA, and Maybelline are blending imagination with smart data-driven tactics.
You’ll learn what made these ideas stand out, how they aligned with each brand’s seasonal marketing strategy, and what you can apply to your own campaigns.
Let’s explore how the best brands are making 2025 their most wickedly successful Halloween yet.
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Quick summary: Top Halloween marketing campaign & core takeaways
| Brand | Campaign Theme | Key Takeaway |
| Burger King | Spooky AI Phone Experiences | Leverage AI for spooky engagement |
| Bacardi | Horror-Themed Cocktails & Glow-in-the-Dark Packaging | Create collectible seasonal editions |
| Jack in the Box | Horror Storytelling & Omnichannel Activation | Build ongoing narrative campaigns |
| Airheads | AI-Generated User Content Film Festival | Encourage customer content creation |
| IKEA | Childhood Fears Turned Comforting Narratives | Align themes with brand values |
| M&Ms | Emergency Candy Delivery Partnership | Offer convenient festive solutions |
| Maybelline | AR Makeup & Costume Tutorials | Use AR for guided shopping |
| Mars Wrigley | Interactive Candy Calculator & Recipes | Partner with celebrities creatively |
| UNICEF | Digital Twist on Classic Campaign | Digitize traditional campaign formats |
| Walkers | Inflatable Snack Costumes & Influencer Buzz | Design share-worthy brand moments |
| Kmart | AR Blended Holiday Experiences | Blend multiple festive themes |
| Heinz | Nostalgic Yet Creepy Condiment Campaigns | Celebrate brand quirks creatively |
| Skittles Zombies | Viral Flavor Controversy & Influencer Reactions | Spark viral conversations intentionally |
13 Best Halloween marketing campaigns
1. Burger King – Spooky AI phone experiences
In this campaign, Burger King took its Halloween marketing to the next level by creating an immersive AI-powered phone experience that genuinely spooked customers.
The campaign invited participants to call a dedicated number where they encountered an eerie, AI-generated voice that delivered personalized scary messages. Thus, this interactive Halloween promotion combined cutting-edge technology with seasonal fun.
What made this Halloween marketing campaign stand out was its accessibility. You didn’t need to download an app or visit a store-just make a call and experience the fright.
The campaign generated massive social media buzz as customers shared their reactions online. Additionally, Burger King cleverly integrated product promotions within the experience, offering special Halloween discount strategies to callers.
Key Takeaway: This approach demonstrates how seasonal marketing strategies can leverage emerging technologies to create unique customer experiences that align perfectly with Halloween’s spooky theme.
2. Bacardi – Horror-themed cocktails and glow-in-the-dark packaging
Bacardi transformed its product line into collectible Halloween items through limited-time Halloween discounts on specially designed bottles.
The brand created horror-themed cocktail recipes that bartenders and home mixologists could easily replicate. Moreover, each recipe came with dramatic names like “Zombie’s Kiss” and “Midnight Poison”.
However, the real showstopper was the glow-in-the-dark packaging. Thus, this Halloween promotional campaign succeeded because it offered both functional value (you still got quality spirits) and entertainment value (Instagram-worthy packaging).
Additionally, Bacardi partnered with influencers to share cocktail tutorials, creating a content ecosystem around the products. Thus, this influencer marketing for Halloween strategy amplified reach beyond traditional advertising.
Key Takeaway: Transform everyday products into limited-edition collectibles that customers want to purchase, display, and share on social media.
3. Jack in the Box – Horror storytelling and omnichannel activation
Jack in the Box created a multi-platform narrative that unfolded across social media, mobile apps, and physical locations throughout October.
The Halloween marketing campaign centered on a fictional horror story involving the brand’s mascot, Jack.
Following that, each week, new chapters were revealed through video content, creating suspense that kept audiences coming back.
Furthermore, the campaign integrated seamlessly with their loyalty program.
Hence, customers who visited stores could unlock exclusive story content and earn bonus points toward Halloween-themed product bundles.
In addition, the mobile app included a scavenger hunt where customers could find hidden Halloween icons in-store to unlock Halloween flash sales and exclusive menu items.
Key Takeaway: Storytelling creates emotional connections that make product promotions easy during the Halloween shopping season. Hence, build narratives that unfold over time to maintain engagement throughout the season.
4. Airheads – AI-generated user content film festival
Airheads pioneered an innovative approach by hosting a film festival entirely composed of AI-generated content created by their customers.
The brand invited fans to use AI tools to create short horror films featuring Airheads candy. Hence, this Halloween campaign idea democratized content creation and generated hundreds of unique submissions.
The only requirement was that Airheads candy had to play a central role in each film’s narrative.
This approach to user-generated content (UGC) contests positioned Airheads as an innovative brand that embraces new technologies while celebrating customer creativity.
Hence, proven that the best Halloween marketing campaigns 2025 must involve genuine community participation.
The campaign generated substantial media coverage as technology and marketing publications highlighted this novel approach to Halloween social media campaigns.
Key Takeaway: Empower your customers to become content creators. Provide tools and incentives that make participation rewarding beyond potential prizes.
5. IKEA – Childhood fears turned comforting narratives
IKEA took an unexpected emotional route by addressing common childhood fears through its clever marketing campaign for Halloween.
The campaign featured stories about monsters under beds, scary closets, and dark hallways, and then demonstrated how IKEA products could transform these frightening spaces into comforting sanctuaries.
For example, in-store displays recreated “scary” bedrooms that transformed into welcoming spaces. Thus, allowing customers to experience the concept physically. Staff received training to discuss childhood fears sensitively with shopping families.
Key Takeaway: Not every Halloween advertising campaign needs to be overtly spooky. Find unique angles that align with your brand values while connecting to seasonal themes.
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6. M&Ms – Emergency candy delivery partnership
M&Ms partnered with delivery services to create “emergency candy delivery” available 24/7 throughout October and early November.
The Halloween promotion campaign played on the common scenario of running out of trick-or-treat candy or needing last-minute party supplies. Hence, M&Ms positioned themselves as the reliable solution.
The campaign included humorous social media content featuring “candy emergencies” like forgetting Halloween parties or unexpected trick-or-treaters. Thus, this lighthearted approach made the service feel essential yet fun.
M&Ms offered first-time delivery discount codes shared through Halloween social media posts and email campaigns. This Halloween email marketing strategy successfully converted social engagement into sales.
Additionally, bulk orders for parties received special Halloween BOGO deals, encouraging larger purchases.
Thus, the brand smartly implemented Halloween upsell strategies by suggesting complementary products during checkout.
Key Takeaway: Identify pain points your customers experience during Halloween and position your product as the convenient solution. Convenience often outweighs price considerations.
7. Maybelline – AR makeup and costume tutorials
Maybelline created an augmented reality experience that allowed users to virtually try Halloween makeup looks before purchasing products.
The Halloween creative ads featured professional makeup artists demonstrating elaborate costume looks, then breaking down exact product lists and techniques. Thus, this educational marketing for Halloween provided real value beyond simple promotion.
Users could access the AR tool through Maybelline’s mobile app or website.
Then, the brand offered Halloween-themed product bundles that included everything needed for specific costume looks at a discounted price. Thus, these curated sets simplified decision-making for overwhelmed shoppers.
As a result, this is the best Halloween content marketing campaign that successfully turns customers into brand ambassadors.
Key Takeaway: Technology that helps customers visualize product results reduces purchase hesitation. Hence, educational content positions your brand as the expert resource in your category.
8. Liquid Death – Viral humor with Martha Stewart
Liquid Death partnered with Martha Stewart for one of the most unexpected and humorous Halloween advertising campaigns in recent years.
The unlikely collaboration featured Martha Stewart embracing Liquid Death’s edgy brand personality while maintaining her sophisticated reputation. Thus, these videos showed her discussing Halloween entertaining with dark humor.
This famous Halloween marketing campaign succeeded because it subverted expectations. Martha Stewart, the queen of elegant entertaining, promoted a punk rock water brand that created cognitive dissonance, thus demanding attention.
This viral Halloween campaign created organic reach far exceeding paid advertising investments.
The campaign demonstrated that seasonal marketing strategies are most effective when they feel authentic to both partners. Liquid Death’s irreverence balanced Martha Stewart’s expertise perfectly.
Key Takeaway: Strategic partnerships with unexpected collaborators generate attention and reach new audiences. Hence, don’t be afraid to take creative risks with celebrity associations.
9. UNICEF – Modern digital fundraising
UNICEF modernized its traditional Halloween fundraising program by creating digital donation options alongside physical collection boxes.
Thus, this Halloween campaign for marketing nonprofit causes shifted from relying solely on children collecting coins to offering QR codes, mobile apps, and social media donation buttons.
The campaign provided real-time updates showing donation totals and impact statistics. Transparency about how contributions helped children globally encouraged additional giving.
Furthermore, UNICEF created shareable social media content that participants could post to their networks, effectively turning every fundraiser into a campaign ambassador.
Key Takeaway: Traditional campaigns can be revitalized through digital transformation. Hence, meet your audience where they already spend time while respecting campaign heritage.
10. Walkers – Inflatable snack costumes and influencer buzz
Walkers created giant inflatable costumes shaped like their popular crisp packages, generating massive social media attention and engagement.
The Halloween promotional campaign distributed these eye-catching costumes to influencers who wore them to parties, trick-or-treating, and public events. Thus, every appearance generated content opportunities.
Walkers held contests where fans could win their own inflatable costumes, creating demand and participation. Thus, the Halloween giveaway ideas generated thousands of entries and substantial email list growth.
The campaign included discount examples on specially marked packages that featured costume images. This integration connected physical retail presence with digital campaign elements.
Key Takeaway: Physical props that photograph well can drive enormous digital engagement. Hence, create experiences people naturally want to document and share.
11. Kmart – AR blended holiday experiences
Kmart created an innovative augmented reality experience that blended Halloween with other upcoming holidays, extending campaign relevance beyond October.
The Halloween marketing campaign featured an AR app that allowed customers to visualize how products would look in their homes, starting with Halloween decorations and seamlessly transitioning to Thanksgiving and Christmas.
Customers appreciated the practical value of planning ahead, and so Kmart benefited from extended engagement beyond Halloween’s traditional end date. This seasonal promotional offers strategy maximized holiday shopping periods.
Furthermore, the app included shopping lists that automatically compiled products featured in the AR visualizations, creating a frictionless path from inspiration to purchase.
Kmart offered Halloween early bird discounts for customers who purchased holiday items in advance, thus incentivizing planning and securing sales earlier in the season.
Key Takeaway: Don’t limit campaigns to single holidays. Show customers how your products fit into broader seasonal planning to extend relevance and sales periods.
12. Heinz – Nostalgic yet creepy condiment campaigns
Heinz embraced the unsettling nature of ketchup’s blood-like appearance for a darkly humorous Halloween advertising campaign.
The brand created packaging that leaned into the horror aesthetic with labels featuring dripping fonts and phrases like “Certified Scary Since 1869.” This self-aware humor resonated with consumers.
Social media content played with horror movie tropes, showing Heinz ketchup in deliberately creepy contexts. Thus, the tongue-in-cheek approach acknowledged the product’s accidental horror potential.
The campaign included Halloween-themed product bundles that paired ketchup with other Heinz products needed for party recipes. Thus, bundle pricing offered genuine savings that encouraged larger purchases.
Key Takeaway: Embrace your product’s unexpected characteristics. Sometimes the best campaigns come from acknowledging and celebrating what makes you unique, even if it’s accidentally creepy.
13. Skittles Zombies – Viral flavor controversy and influencers
Skittles launched “Skittles Zombies” with a deliberately controversial flavor profile that generated intense consumer debate and discussion.
This Halloween campaign featured gray candies with “rotten” flavors alongside traditional ones, thus creating a Russian roulette experience that was both thrilling and disgusting.
This bold approach intentionally divided consumers. Some people loved the challenge while others hated the gross flavors, but everyone talked about them. The controversy itself became marketing gold.
The limited-time Halloween discounts created urgency, as customers knew these controversial flavors would disappear after the season. Scarcity drove trial purchases from curious consumers.
Key Takeaway: Not every customer needs to love your product for a campaign to succeed. Thus, creating strong reactions, positive or negative, generates attention and conversation that neutral products never achieve.
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Conclusion
Halloween isn’t just a festive moment, but a storytelling opportunity that can increase your brand’s visibility, engagement, and sales.
Hence, the best Halloween marketing campaigns in 2025 prove that creativity, timing, and emotional connection drive real results.
You can use AR, influencer collabs, or nostalgic themes to get your brand ahead in this festive season.
Consequently, success lies in blending imagination with data-driven execution.
Hence, start small, stay authentic, and make your brand part of your audience’s seasonal excitement. After all, Halloween promotions reward those bold enough to stand out in the dark.
Further Reading
- WooCommerce Holiday Sales: 5 Must-Try Promotions + 7 Tips
- Successful Dynamic Pricing Examples for your WooCommerce Store
- 7 Tips to Retain Your Customers After the Holiday Season
Frequently Asked Question
For an ecommerce marketing campaign for Halloween, focus on themed visuals, product bundles, urgency messaging, and omnichannel promotions across email, SMS, and social to maximize conversions.
To use AI during Halloween promotions, segment customers, automate spooky product recommendations, offer the right discounts, and personalize emails or pop-ups with behavior-based triggers.
To know the ROI of the Halloween campaign, track key metrics like conversion rate, click-through rate, average order value, and engagement across all campaign channels.
If your Halloween marketing budget is limited, then leverage SEO, user-generated content, social challenges, and email storytelling. These are the low-cost tactics that drive big engagement without heavy ad spend.
To create a Halloween marketing campaign from scratch, start with a strong theme, define your goal, plan visuals and offers, pick channels, and then track performance for optimization.
