Halloween Goes On: How Brands are Activating in the Midst of a Pandemic

With a team full of kids-at-heart, we’ve been thrilled to see that not even a global pandemic can get in the way of some creative brands activating Halloween experiences. Here are five ideas that we found to be particularly sweet and spooky!


1. Hauntoween L.A.

Produced by Experiential Supply and sponsored by brands like FX, Butterfinger and Sun Maid, this immersive and socially distant experience in Los Angeles looks like an awesome way to spend a spooky evening. Guests can drive their cars through a maze of haunted pop-ups and costumed performers. Each guest will take candy and a pumpkin home with them at the end of their journey! 


2. The Haunting at Berkeley Oceanfront Hotel 

The Berkeley Hotel in Asbury Park, NJ is turning 13 of its rooms into an immersive, haunted experience. Guests who buy tickets will have the opportunity to dress up in Halloween costumes and tour all 13 rooms and their haunted scenes. Guests can also upgrade to VIP status, which earns them access to the Halloween speakeasy, or an overnight experience that includes a stay in one of the 13 scary rooms themselves! All event staff will be Covid tested pre-event and their team has taken extra precautionary measures to keep guests safe. 


3. Huluween

Hulu is hosting a four night Halloween drive-in movie marathon in Los Angeles, creating a festive activation and serving as the premiere for the company's new show “Bad Hair”. They will be allowing 150 cars per screening and there will be live music on the first and last nights of the event. The Hulu team also created a fun interactive website to guide guests through buying their tickets and interacting with the brand. 


4. Bring Hostess Halloween Home 

Acting on survey results that indicated shoppers are looking for brands to provide solutions to Covid-related challenges, Hostess is taking a slightly different approach to Halloween this year. Instead of getting people out and about, the “Bring Hostess Halloween Home” campaign features creative tricks and treats to help consumers keep spirits high while celebrating Halloween at home. Hostess partnered with Chef George Duran and various micro-influencers to help show families how they could use Hostess treats to bring Halloween to life this spooky year from the comfort of their own homes.


5. Walmart Socially Distant Trick-or-Treating

Walmart is choosing to keep it simple and safe this year with its drive-through trick-or-treat events. The retailing giant will turn 100 of their giant parking lots into “Spooky Street”, where kids can enjoy an engaging and exciting Halloween that’s also contact-free and socially distant!