Every holiday of the year essentially opens the floodgates for marketing madness – including the good, the bad and the very ugly. As children anxiously wait for night to fall so they can go door to door to collect their sweet treats, content marketers are gearing up to send out their holiday-inspired messages, which, as we all have witnessed year after year, either hit the nail directly on the head or completely miss the mark. The former is a fulfilling victory while the latter is awkward, unwanted and unrelatable.
Content marketing is all about creating unique, custom-tailored content – not content that stretches things too thin and, in doing so, makes readers question why it was created in the first place. Let’s take a look at some marketing ploys that are fresh off the press as we enjoy Halloween this year (a.k.a. eating way too many munchkins, candy and cookies that are sporadically spread around the office).
The Good: Clearasil
Clearasil knocked it out of the park when it sent out this simple, cute and relatable tweet last night. It’s fun, easy and, best of all, it feels effortless:
The Okay: Lay’s Potato Chips
Lay’s is well-known for its delicious potato chips, but parts of its Halloween marketing campaign could have been taken to the next level. For example, the major turn-offs of one tweet the company sent out last night? The cheesy text that accompanied a picture of a bag of sour cream and onion chips: “It’s Aliiiiive…with Flavor!” Okay, I get that the bag is supposed to look like Frankenstein, but it just doesn’t do it for me.
Meanwhile, the next tweet the brand revealed was cute and quirky. The tweet contains a picture of its all-new cheesy garlic bread chips accompanied by the message: “‘Worth it.’ –Vampires.” I think it’s cute and clever, and it just goes to show how a company can either differentiate itself or feel mediocre.
The Ugly: Arby’s
Um…what? Sorry Arby’s, you have some great food, but the tweet you sent out yesterday in reference to Megan’s Halloween saucepocalypse eerily missed the mark. Trying to relate your new signature sauces to Halloween may not have been such a good choice to celebrate this spooky day of the year. You could have put on a cute little cape and made the sauce a vampire (complete with little teeth!). Or, you could have placed a few single drops of your darker sauce on something to fabricate blood. Anything, really, but this.
Share with us your favorite Halloween marketing campaigns on Twitter @content_boost.