Halloween Is Coming—Are Your Campaigns Ready?
Autumn is here, the air is crisp, and Halloween is just around the corner! But this season isn’t just about costumes and candy. With Halloween spending expected to reach a record $13.1 billion this year, brands have a big opportunity to engage customers and drive sales.
Now is the time to rethink your approach and create experiences that feel personal and memorable.
In this blog, we’re unmasking some of the most exciting Halloween campaigns of the season and sharing ideas to help you build stronger connections with your audience.
Scratch-Offs Prove to Boo-st Conversions
Interactive scratch-offs across your omni-channel campaigns are like the trick-or-treat of digital marketing: they sprinkle a dash of Halloween fun, while encouraging users to unwrap a spooky surprise.
This gamified approach not only enhances customer retention but also boosts conversions, strengthens customer relationships, and provides memorable experiences that have audiences looking forward to the next email. Check out our favorite (and effective) Halloween scratch offs below.
Wondery
Wondery launched an imaginative email campaign in celebration of Halloween, showcasing their top picks for the season's must-listen podcasts.
Using Movable Ink's unique scratch-off feature, subscribers were greeted with six captivating Halloween-themed icons, inviting them to "scratch and reveal" podcasts sure to send shivers down their spine. Upon interaction, each icon directed the curious listeners to a dedicated landing page, where the eerie podcast was uncovered.

cinch
cinch truly outdid themselves with an email campaign that celebrated the mysterious essence of Halloween. Instead of the conventional promotional methods, they introduced a scratch-off feature. Recipients had the opportunity to unveil discounts of either £250 or £500 off their next purchase. This clever twist not only captured the spirit of the season but also increased customer engagement, with many eagerly revealing their surprise treat.

Resurrect Dead Engagement With a Poll-tergeist
Interactive live poll modules are a marketer's spell for reviving dormant engagement. Much like a "poll-tergeist" that awakens customers, the tactic helps drive meaningful interactions while gathering zero-party data, ensuring a personalized retargeting experience long after Halloween. Look at some of our favorite Halloween live polls that resonated with customers this week.
Yankee Candle
In the spirit of Halloween, Yankee Candle unveiled an exciting “Buy 2 Get 2 Free” email campaign, showcasing four unique Halloween-themed candles. Using Movable Ink, they introduced an engaging live poll that let recipients vote for their favorite candle scent. This interactive element was heightened with a percentage bar updated in real time, giving users a glimpse into which candles were most enchanting.
As a bonus, each poll option directed users to the respective candle's purchase page, blending a fun voting experience with effortless shopping. Beyond just sales, this interactive approach provided Yankee Candle with valuable insights into their customers' seasonal favorites.

Superdrug
Superdrug introduced its “Dolls after Dark” email campaign leading up to Halloween, adding a playful twist. With Movable Ink's polling app, subscribers can choose their favorite doll-inspired look. Once they cast their vote, a tailored list of products emerge to help them recreate their chosen style.
Based on the poll's feedback, Superdrug expertly retargets subscribers with a personalized email. These communications not only highlight specific product recommendations but also feature a custom hero banner that grabs attention. Powered by Movable Ink, Superdrug rolls out up to 54 variations of personalized content that seamlessly merges seasonal flair with digital precision.
