What strategic spells are companies stirring up for Halloween?
Posted by Divya Kukar @ October 29th, 2008 in New Media Tips
The competitive marketplace is saturated with experienced players, leveraging seasonality to maximize sales and heighten brand awareness.
With Halloween just around the corner, such companies have sought to differentially position themselves online, hoping to capture the optimal number of potential sales.
Indeed, the fruit soft drink Ribena, has recently embarked on a unique integrated marketing strategy, heavily reliant upon the digital facet of marketing.
In order to support the launch of the Halloween drink range, ‘Bat Currant’, an online campaign has been instigated; whereby consumers can monitor the ongoing quest of ‘Fing and Fang’, the cartoon bat characters featured on the product packaging. The Halloween microsite has been designed by Netstore to encourage user interaction, with vibrant animated visuals and spooky sound effects.
This is just one example of an integrated Halloween-themed online campaign: there are evidently a plethora of other brands currently fine-tuning their seasonal internet offerings.
Whether it be through the usage of viral video, social media or just general website ingenuity, companies must value the internet as a core driver of customer sales, especially during high-traffic holiday periods. Failure to do so will leave them haunted by the ghosts of lost sales and cackling competitors.
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