Halloween is celebrated on October 31 every year, but the party started more than 2,000 years ago with the Celts in Ireland and Scotland. They celebrated a festival called Samhain, marking the end of the harvest and the start of winter. The Celts believed that on this day, the boundary between the world of the living and the dead was blurred, and that ghosts returned to Earth. To protect themselves, people wore masks and costumes to ward off the ghosts. As Christianity spread, Samhain was combined with All Saints Day and All Souls Day, and so it became the party as we know it today. Eventually, Irish and Scottish immigrants brought Halloween to the United States, where it grew into the commercial phenomenon it is today.
During the holidays, PR is the key to not only attracting attention, but also building an emotional connection with your audience.” — Rémi Kuchler
Halloween offers more than just costumes and candy — it's a golden opportunity for smart PR campaigns. Especially in the Netherlands, where Halloween is still on the rise, there is enormous potential to stand out creatively and originally.
Halloween: a golden opportunity for creative PR stunts
Halloween offers organizations the perfect opportunity to stand out from their target group in a creative way. From global campaigns to local actions, this party offers plenty of space for brands to unleash emotions and be in the spotlight. In this blog, we look at how Halloween can be used for successful PR stunts and how organizations, big and small, can respond smartly to this.
three iconic Halloween PR stunts from the U.S.
1. Burger King's “Scary ClownNight”
Burger King's 2017 “Scary Clown Night” is an excellent example of a successful PR stunt. On Halloween, BurgerKing distributed free Whoppers to everyone who came to their restaurants dressed as a clown. This action was a smart nod to McDonald's famous clown and played on the fear of clowns, which was extra topical that year because of the horror movie WHITE. This made the stunt so effective because it combined humour with a popular cultural moment. The viral impact caused the conversation on social media to explode.
Burger King was not only able to challenge their competitor in a playful way, but also created a direct and shareable moment that perfectly suited the Halloween atmosphere. As a result, they reached a large audience without the stunt costing much, making it an example of how creatively responding to trends can lead to enormous visibility.
2. Snickers “Hungerithm”
In 2016, Snickers launched their “Hungerithm” campaign, which saw the price of their candy bars fall as people got angrier online. This was measured in real-time via social media, with negative emotions lowering the price of Snickers. Around Halloween, this stunt received extra attention due to increased candy consumption, which timed it perfectly. This PR stunt was so successful because it used an innovative combination of technology and psychology: it responded to the human need for comfort food during frustrating moments. By making the link between anger and hunger, Snickers reinforced their well-known slogan “You're not you when you're hungry”. The use of social media made the campaign interactive and relevant, making it a viral success. The stunt not only created engagement, but also provided immediate rewards for consumers, enhancing the brand's visibility worldwide.
3. Heidi Klum's “Halloween party”
Heidi Klum broke through as a model in 1992 and became known worldwide. She expanded her career as a host, actress, and judge on shows like Projekt Runway and America's Got Talent, and launched her own clothing and cosmetic brands.
So Heidi Klum was already famous, but has now become even more famous thanks to her annual Halloween party, which has been around for at least 20 years. This party is visited by countless celebrities and has become the ultimate Halloween PR stunt. The party is notable for Klum's elaborate and often unrecognisable costumes, which are kept secret until the last minute every year. The attention she draws with this, both in the media and on social media, ensures that her Halloween party is a global event. The party perfectly combines creativity, mystery, and celebrity culture, making it the most talked about Halloween event.
The Netherlands is increasingly responding to Halloween, but PR still offers plenty of opportunities
In the Netherlands, there have been few recognisable Halloween PR stunts yet. However, the Amsterdam Dungeon has performed some remarkable stunts, such as their street shows for Halloween. These stunts caused a lot of attention and engagement, but really big Halloween PR campaigns are still scarce in the Netherlands. This offers an innovative opportunity for organizations to stand out with something unique.
Companies like HEMA and Walibi do have successful Halloween campaigns every year. For example, HEMA is responding to Halloween with humorous and creepy commercials that focus on their products, such as costumes and candy. By making a strong link between their products and the party, HEMA was able to make smart use of the growing Halloween trend in the Netherlands.
Every year, the Walibi Holland amusement park organizes the “Fright Nights”, where actors in scary costumes scare the hell out of visitors. This event draws thousands of visitors each year and generates a lot of attention on social media, thanks to its terrifying experience and shareable moments.
So the Netherlands is already increasingly responding to Halloween, but there are still plenty of opportunities when it comes to PR.
why capitalize on PR during Halloween?
From the examples, we have seen that Halloween can attract a lot of attention and Halloween is still quite 'young' in the Netherlands, so there is plenty of room to experiment with creative stunts. PR campaigns during Halloween show that you are playful and accessible as a brand, which works especially well with younger target groups such as millennials.
In addition, it is not necessary to have a large budget for a successful stunt. Think of small actions such as a “trick-or-treat” campaign for customers, a creepy social media contest, or decorating your office or store. Even simple actions can go viral if they match what your target audience likes.
features of a good Halloween pr stunt
Creativity: It's about a remarkable idea that appeals to and stimulates people.
Timing: Take advantage of current events or popular culture around Halloween.
Visual Impact: Make sure your stunt is visually appealing to social media.
Shareability: Create an experience that people want to share on platforms like Instagram and TikTok.
Brand Relevance: Make sure the stunt matches your brand identity and target group.
With a well-thought-out Halloween PR stunt, you can playfully attract attention and put your brand on the map.
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