ShopRite has clear goals for our retail-based advertising initiatives. Drive purchase intent. Bolster sales. But this Halloween, we simply wanted to give our audience some fun. And a little scare. That’s precisely what we did this year. We gave our fans some special treat. Even if they weren’t expecting it. In the end, this fun content drove engagement well beyond our expectations.
“Shopping Cart Haunts ShopRite” In a world with autonomous, driverless vehicles on the horizon, we thought…what if shopping carts could drive themselves? So we built one from scratch - with a regular shopping cart and a remote control booster made of aircraft grade extruded aluminum welded to the back axle. Then, we took to the store. We had the cart ‘haunt’ the aisles of one of our ShopRite stores. When the cart encountered our unsuspecting shoppers - BOO! Little did they know our production crew was just a few feet away, operating the haunted cart from our controll center.
“Spooky transformations” On social, we went a step further into the wacky and weird. We created down, dirty and devilishly funny videos showing many of our private label products making costume changes for Halloween. Taking the opportunity to engage our audience with our products, this was a fun way to showcase our family of brands: Bowl & Basket, Wholesome Pantry and Paperbird.
“ShopRite Halloween Sweepstakes” We partnered with influencers to create yummy branded content that inspired our audience to recreate these spooky delights at home in a series of long form and short form recipe videos. Using our YouTube channel as the main driver, we paired this ghoulish content with a sweepstakes where entrants could enter to win 1 of 5 $100 ShopRite gift cards.
The above tactics were pulsed out across social media, digital display and email marketing throughout the month of October. This triple-headed monster of content became a huge comprehensive win.
Turns out, weird works! The campaign drove strong engagement on social.