Brand Tracker

Welcome to the automated Brand Tracker diaries.

Can ghosts game? This Halloween campaign is dying to find out

Brand: Supercell

Campaign: Halloween campaign

Source: https://www.marketing-interactive.com/can-ghosts-game-this-halloween-campaign-is-dying-to-find-out

Goal: Engage players with a Halloween-themed character and paranormal investigations

Claim: Can ghosts game too?

Media: Digital, social channels, in-game activations

Summary: Supercell's Hay Day is launching a Halloween campaign that explores whether ghosts can play games, featuring a séance at Cogges Manor Farm led by paranormal investigator Yvette Fielding. The campaign introduces a new character, 'The red revenant', and combines elements of cozy farming with paranormal entertainment, catering to the audience's growing interest in horror and haunts. It aims to provide an unexpected entertainment experience beyond a typical character launch.

Germany

Attack on Rewe, Lidl & Co: Aldi Unveils the Monstrous Side of Bonus Apps for Halloween

Brand: Aldi

Campaign: Halloween Bonus Apps Campaign

Source: https://www.horizont.net/marketing/nachrichten/attacke-auf-rewe-lidl–co-aldi-enthuellt-zu-halloween-die-monstroese-seite-von-bonus-apps-236301

Goal: Highlight the negative aspects of competitor bonus apps

Claim: Exposing the monstrous side of bonus apps

Summary: Aldi launched a campaign for Halloween that aims to unveil the dark side of bonus apps offered by competitors like Rewe and Lidl. The initiative draws attention to how these apps may be perceived as monstrous for consumers. The campaign is part of Aldi's strategic effort to differentiate itself in the market.

Aldi bonus apps Halloween

USA

Rivian Revives the ‘Ghostbusters’ with Bill Murray

Brand: Rivian

Campaign: Ghostbusters Halloween Campaign

Source: https://www.marketingdirecto.com/creacion/campanas-de-marketing/rivian-invoca-espiritu-nostalgia-spot-cazafantasmas-bill-murray-volante

Goal: Celebrate Halloween with nostalgia

Media: television advertising, events, app

Summary: Rivian has launched a Halloween campaign featuring Bill Murray reprising his role as Peter Venkman from Ghostbusters. In the ad, Murray uses a modernized Ecto-1 vehicle to capture the ghost 'Slimer'. The campaign, in collaboration with Sony Pictures, includes vehicle showcasing, events, and a software update for Rivian cars that introduces a 'Halloween mode'. Display events will occur in various cities with Ecto-1 replicas.

electric vehicles Ghostbusters Halloween

Global

Hay Day gets a Halloween Boost with Ghosts

Brand: Supercell

Campaign: Haunted Farms

Source: https://www.resume.se/marknadsforing/kampanj/svensk-byra-skapar-spokjakt-i-halloweenkampanj/

Goal: To engage players with a Halloween-themed experience

Media: digital channels, social media, in-game

Summary: Supercell's Halloween campaign for 'Hay Day', created by Forsman & Bodenfors, features paranormal expert Yvette Fielding embarking on a ghost hunt at a British manor. The campaign aims to connect the game's audience with the increasing interest in the paranormal by merging folklore with cozy mobile gaming. It will be launched globally across digital channels, social media, and within the game, coinciding with the introduction of a new character, 'The red revenant'.

Halloween Marketing Campaign mobile gaming Paranormal

Norway

Strawberry Wants to Scare Guests

Brand: Strawberry

Campaign: Spookcation

Source: https://www.kampanje.com/markedsforing/strawberry-vil-skremme-vannet-av-gjestene/1035221

Goal: Engage guests through unique Halloween experiences

Summary: Strawberry has re-launched its Halloween campaign 'Spookcation', where guests can win a night at hotels claimed to be haunted. The campaign, which saw over 20,000 applications in its first day, aims to create engaging experiences based on the hotels' unique stories. With more than 40,000 applications received so far, the focus is on delivering memorable experiences that guests will look forward to and share.

Halloween haunted experiences hotel marketing

Global

The 2026 Halloween Ads Worth Screaming About

Brand: Twix

Campaign: Hallowmas featuring Zombie Claus

Source: https://www.adweek.com/creativity/the-2026-halloween-ads-worth-screaming-about/?itm_source=homepage&itm_medium=the-latest-left&itm_campaign=13

Goal: Create memorable Halloween branding

Summary: This article highlights various Halloween advertising campaigns, including Twix's Zombie Claus character, which aims to keep the brand in mind long after Halloween has passed. It also mentions other brands involved in Halloween-themed ads, reinforcing the season's popularity in advertising.

advertising Halloween twix

Global

Fanta consolidates its brand territory at Halloween with its own universe of characters and entertainment

Brand: Fanta

Campaign: Halloween Character Universe

Source: https://www.reasonwhy.es/actualidad/fanta-universo-propio-personajes-entretenimiento-halloween-2026

Goal: Consolidate brand territory during Halloween

Summary: Fanta is establishing its brand presence during Halloween by creating its own universe of characters and entertainment, enhancing engagement with the target audience during the holiday season.

brand engagement Halloween

Japan

USJ Halloween 15th Anniversary Opens Night-Only ‘Zombie Bar’ with First-Time High School Zombie Festival Food

Brand: Universal Studios Japan

Campaign: Halloween Horror Night 15th Anniversary

Source: https://www.advertimes.com/20260831/article555811/

Goal: Celebrate the 15th anniversary of Halloween Horror Night

Summary: Universal Studios Japan is opening a night-only drink stand called 'Zombie Bar' starting September 11 as part of its 15th anniversary Halloween Horror Night event. The bar will feature cocktails inspired by past zombies from the event, and for the first time, high school-themed zombie festival food will be introduced. Unique food items themed after different school club activities will also be available, alongside special anniversary menus and collaborations with popular music.

event Halloween Universal Studios zombie

Fanta’s haunted universe

Brand: Fanta

Campaign: Fanta’s Haunted Universe

Source: https://www.campaignlive.co.uk/article/fanta-fantas-haunted-universe-wpp-open-x/1968478

Goal: To unveil a Halloween-themed entertainment experience

Media: Short film

Summary: Fanta launches its Halloween entertainment world titled 'Fanta’s haunted universe' with the release of a short film.

entertainment Fanta Halloween

Global

Can AI help Fanta build the next horror universe?

Brand: Fanta

Campaign: Fanta’s Haunted Universe

Source: https://www.marketing-interactive.com/can-ai-help-fanta-build-the-next-horror-universe

Goal: To create an original entertainment universe for Halloween

Claim: Fanta's haunted universe is our move from collaborator to creator

Media: Cinematic trailer and additional content throughout the Halloween season

Summary: Fanta is launching an original entertainment universe called 'Fanta's Haunted Universe' this Halloween, featuring four original horror-inspired characters. Developed in collaboration with AI entertainment studio GRAiL, the campaign includes a cinematic trailer and aims to engage a new generation of horror fans with original storytelling and brand experiences.

entertainment Halloween marketing original characters

Czech Republic

Fanta Invites Ghost Face into Its Halloween World

Brand: Fanta

Campaign: Fanta Haunted Universe featuring Ghost Face

Source: https://www.mam.cz/novinky/kreativita-a-kampane/kampane/2026-08/fanta-halloween-2026-ghost-face-limitovana-edice/

Goal: Engage consumers during Halloween with limited edition packaging and exclusive digital content

Claim: Fanta brings Halloween to life with Ghost Face

Media: Limited edition packaging, digital content, consumer contest

Summary: Fanta is launching a Halloween campaign by collaborating with Ghost Face, a famous horror character from the Scream movie series, introducing limited edition packaging of its beverages and exclusive digital content. This campaign aims to engage fans through collector’s items and a consumer contest, enhancing the Fanta Haunted Universe experience by integrating pop culture with Halloween festivities.

collaboration digital content Halloween limited edition