Halloween is one of the most wonderful times of the year for the experiential industry, with brands often willing to take bigger creative risks, and consumers increasingly embracing the holiday.
In fact, according to Ferrero Group’s third annual Halloween Report, 70% of Americans believe Halloween is as much for adults as it is for kids, 58% think Halloween should be a national holiday and 53% consider it their favorite holiday (the first time the figure has crossed the majority mark).
Those are some sweet statistics. And brands fed into them for the 2026 Halloween season, conjuring pop-ups, stunts, tours and theatrical performances that delivered memorable moments, and a healthy dose of mayhem.
ALANI NU
The return of Alani Nu’s seasonal Witches’ Brew energy drink, and its newest flavors, prompted an otherworldly celebration in Manhattan dubbed the Alani Nu Coven Club that was strategically timed to New York Fashion Week.
From Sept. 12-13 at a four-story mansion in SoHo, the VIPs in attendance journeyed through trippy environments containing creepy installations, largescale scenic elements and curated photo ops.
Highlights spanned a Coven Cauldron Pool Room featuring a giant cauldron “floating” in the water, flavor-inspired spaces, like the Garden of Good and Orchard of Evil, and the home of Alani Nu’s Voodoo Vanilla Hexi doll, including his kitchen of concoctions. (Agency: MWD Creative Agency)
ANGRY ORCHARD
In a toast to the 30th anniversary of the original “Scream,” Angry Orchard teamed up with the iconic franchise to debut a Ghost Face-inspired cider in its new variety pack—and the partnership clearly called for a ’90s-themed experience to match.
So the duo, along with Fun World, owner of the Ghost Face copyright, kicked it back to the era of physical media and mid-aisle sibling squabbles with the Angry Orchard Video rental store.
From Oct. 2-3 in NYC, consumers 21 and older could step inside the “Scream”-inspired space, where they received a customized membership card featuring their photo, which helped guide them through the experience.
Visitors could wander through rows of video displays while sipping on cider, check out a concession stand and prize redemption station, snap photos in a traditional photo booth, participate in hard cider tastings and catch an appearance by Skeet Ulrich, the OG Ghost Face. (Agencies: Little Red Bean Productions; Golin Ketchum)
AUDIBLE
From New York City all the way to Sydney, Australia, Audible literally got into consumers’ heads this Halloween season.
In NYC at Audible’s intimate Minetta Lane Theatre, the brand premiered an immersive horror show on Sept. 29 called “A Ghost in Your Ear” that takes the audience inside an audiobook recording session “gone terrifyingly wrong,” which had such high demand that its end date has been extended from Nov. 15 to Dec. 12.
Attendees wear headphones throughout the 90-minute performance as groundbreaking binaural sound technology brings the spine-tingling psychological thriller to life—an experience The Guardian described as a “truly terrifying headphone horror.”
And over at Sydney’s historic Darling House, Audible drummed up buzz for its new full-cast adaptation of “Dracula” starring Jonathan Bailey with interactive nighttime events featuring live actors and atmospheric effects.
From Oct. 16-17 in timed sessions, small groups stepped into the role of “Dracula” heroine Mina Harker and traveled through the gothic mansion as elements of the story unfolded, micro-experiences, like mini ballet and harp performances, popped up, and audio excerpts guided the narrative. Clues were hidden across Darling House, challenging participants to collectively solve the mystery of “Castle Dracula.”
As an added treat, attendees scored three free months of Audible Premium, allowing them to listen to the full audiobook after the event.
CHIPTOLE
Chipotle’s margaritas were struck from the menu years ago, but they still have a strong cult following online. So to give the fans what they asked for, the brand revived the cocktail for a limited time along its five-city Summon the Spirits Tour, which served as a warm-up to the chain’s annual in-restaurant Halloween “Boorito” tradition.
Every Friday and Saturday in October, customers at select restaurants in Denver, New York, Dallas, L.A. and New Orleans were treated to Summon the Spirits pop-up activations that included dedicated margarita bars, Halloween décor, interactive touchpoints and opportunities to win brand prizes.
DISNEY+
Disney+ cast its magic over Melrose Avenue in L.A. to hype its new series, “Coven Academy,” with a one-week October takeover of Olive & James Café.
The typically-bright venue was turned into a moody, mystical space that encompassed school banners, magic-themed décor, a dark-floral botanical bar, a photo booth, a large charm bar and character-themed matcha and frozen yogurt menu items packaged in co-branded sleeves.
Exclusive merch, including long socks and school-style sweatshirts, was another draw. Other gifts with purchase included witch-inspired sticker and gem sheets, crystals and sage sticks. (Agency: Mirrored Media)
DOORDASH
DoorDash got into the spirit across L.A. during the final week of October with its “In Case Of” Halloween campaign, kicking things off on Oct. 23 by dropping a gigantic, Oujia-inspired “Spirit Board” on the Venice Beach Boardwalk.
Rather than rattle consumers’ nerves, the candle-lit installation directly interacted with them to physically summon instant food deliveries.
Beyond the Boardwalk, DoorDash rolled out a fleet of custom-wrapped trucks that distributed Halloween giveaways, trick-or-treat essentials and gift cards around L.A. through Oct. 30.
The brand also activated at Cinespia and the WeHo Carnival. (Agency: Gut Agency)
DUNKIN’
New England loves its Dunkin’, and Salem, MA, is a top-ranked Halloween destination, so it tracks that the brand took over one of the town’s Dunkin’ locations and transformed it into Spidey D’s Horror House, an activation themed around its Halloween spider mascot, Spidey D.
Consumers were invited to step into the decked-out space to “discover what happens when Dunkin’s cutest troublemaker brings its signature chaos to life.” Creepy Spidey D décor, an exclusive Dunkin’ Halloween merch shop, carnival games and a chance for visitors to get their fortune read by a “Spidey D-possessed “Zoltar machine were all part of the madness.
GRINDR
Grindr’s third annual Pleasure Ball operated under a “Future Lovers” theme this year to inspire the event’s experience design, and the flamboyant, envelope-pushing costumes that attendees of the invite-only affair tend to wear.
The evening blended fashion, live music, nightlife and gay culture, and featured a special live performance by comedian and rising pop star Meg Stalter.
Highlights included a high-octane costume contest hosted by ballroom star Dashaun Wesley, with a panel of pop culture personalities serving as judges, live sets by djs Tommy Hart and Griffin Maxwell Brooks, and sponsor integrations from partners Absolut, Back Market and Lyft.
And the ball wasn’t just for pleasure; it was also for a good cause. The event supported Grindr for Equality, the brand’s global social impact initiative, which is committed to connecting 10 million LGBTQ+ people to HIV prevention by 2028. (Agencies, p.r.: People’s Revolution; Manifest Group)
HI-CHEW
Hi-Chew’s limited-edition Halloween Mystery Mix was the inspiration behind The Mystery Manor Tour, a mobile experience that hit college campuses and high-traffic areas in five cities from Oct.17-31.
With a custom-wrapped vehicle as the centerpiece, the footprint took cues from the Mystery Mix packaging, and included a graveyard with Orange Creamsicle tombstones, Cotton Candy trees and Green Apple jack-o’-lanterns. There, brand mascot Chewbie’s Halloween alter ego, FrankenChewbie, welcomed visitors into a “mad-scientist lab experiment.”
While exploring the environment, attendees were tasked with playing detective, following clues as they moved through the space in an effort to unearth the brand’s all-new mystery flavor (for a chance to win $3,000, no less), which will be revealed on Halloween. Along the way, they munched on the Mystery Mix and picked up activation-exclusive merch. (Agency: Inspira)
HULU
Huluween has become a renowned brand property, and Disney+ and Hulu were at it again on Oct. 3 with Huluween Fest at the Los Angeles Equestrian Center. More than 1,300 people attended the dual-strategy event, which featured family-friendly touchpoints during the day and spookier encounters for adults at night.
By day, larger-than-life rides, myriad photo ops, like a Mickey and friends meet-and-greet, games and treats engaged kids and families.
By night, the carnival games were flipped to promote more mature shows, like “Agatha All Along” and “American Horror Story: 13.” There was also a murderous-looking group of clowns, inspired by the documentary “Clown Panic,” roaming the grounds and raising the hairs on the back of attendees’ necks, themed cocktails, like a spooktini, and tarot readings.
A highly shareable haunted maze and costume contests were also in the mix. And a Trick-or-Treat Content Studio where creators were interviewed, and chose a trick or treat from a cauldron filled with Mars candy was a fan favorite. The bowl featured a monster hand that burst out from the candy as participants chose a treat, with all jump scares captured for social.
Partners and affiliates, like Disney+ Perks, Disney Store, Spirit Halloween and Jack in the Box, added to the fun. (Agency: Mirrored Media)
KEEBLER
The return of Keebler’s Limited Edition Spookie Fudge Stripes cookies for Halloween 2026 was cause for celebration, so the brand partnered with zoos around the country to produce Spookie Stripes Safari activations.
Participating zoos in Brookfield, IL, Nashville, Phoenix, Kansas City, MO, Houston and Apple Valley, MN, hosted family-friendly, safari-style scavenger hunts that invited visitors to identify and learn more about their favorite striped animals. Brand signage, sampling and appearances by Ernie the Elf rounded out the touchpoints.
Families at home could participate, too. Consumers who bought a pack of Spookie Fudge Stripes could scan a QR code on the package for instant access to OpenForMagic.com, a digital zoo safari experience that offered a chance to win prizes.
PETSMART
Halloween is for pets, too, and PetSmart proved as much with free, in-store activities on Oct. 17 and Oct. 25. Pet parents at any PetSmart location could show off their furballs’ costumes, score them complimentary treats around the store and participate in festive photo ops with them. The brand also offered coloring pages and sticker sheets for some family-friendly fun.
What’s more, on Oct. 18, PetSmart associates hosted a “Meet the Spooky Pets” event featuring creatures like snakes, spiders and “death-feigning” beetles to introduce families to specialty pets and teach them about their daily care and activities.
RAISING CANE’S
Raising Cane’s went big this Halloween—record-breaking big. With events hosted in L.A. and Salem, the brand celebrated giant pumpkins and the fall season with environments built for social sharing.
In L.A., consumers could attend a “film premiere” for “The Night Of The Raising Cane’s,” naturally starring the brand’s giant pumpkin. The experience included a faded marquee, tattered directors’ chairs, crooked tombstones and disturbed Hollywood stars.
And in Salem, Raising Cane’s crafted a creepy footprint with one massive pumpkin at the center. And in the end, that pumpkin made history, achieving the Guinness World Record for the world’s heaviest jack-o-lantern, weighing in at 3,156 pounds. (Agency: Pinnacle)
SMIRNOFF
Influencer Brittany Broski marches to the beat of her own drum, a quality Smirnoff Ice also embodies. So the duo partnered up this Halloween to spread the spirit, beginning with the launch of the Smirnoff Ice Bottle Costume.
Then on Oct. 22 in L.A., Broski hosted Smirnoff Ice’s first-ever Halloween bash, an evening of eerie surprises (like devilish hands distributing samples from behind drapery), atmospheric effects, a live dj set by Monét X Change, next-level costumes, a Smirnoff Ice throne, an ice luge and a costume contest judged by Broski herself.
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