Is there a more fun holiday than Halloween? Between the costumes, scary story lines, and sweets – Halloween can perfect opportunity for brands to switch things up from their normal marketing tactics and have some fun.

Certain brands have gotten really creative this year with interactive features and long-form campaigns leading up to the spooky holiday. Read on to see how these 4 brands are using the spooky holiday to push out new Halloween social media and digital campaigns.

Chipotle

For the fourth year in a row, Chipotle is running its Halloween themed “Boorito” fundraiser. The casual dining chain encourages patrons to show up at Chipotle restaurants in costume to receive a $3 menu items. Chipotle plans to donate proceeds from the drive to charity – up to $1 million.

To promote the October campaign, Chipotle is taking to social media with a virtual costume contest. Followers can submit costume photos via social media with the hashtag #ChipotleBooritoContest. Top three entries will win $2,500 – a prize meant to stir buzz online.

Universal Studios Orlando

Universal Studios was built on the foundation of the magic of film and make-believe – a theme it has continued in its marketing outside of the park. The Orlando theme park has launched an interactive social media and event campaign to promote its Halloween themed event, Halloween Horror Nights 24.

Universal has designed messaging that invites social media followers to join “The Compound” – a group created to help attendees engage with the Halloween Horror Nights 24 a bit deeper. Interested parties are encouraged to join The Compound through the hashtag #HHNCompound on Facebook and Twitter. The hashtag is also used to announce real-life meet-ups and “RECON” missions in the park during the events. 

Target

Retail giant Target is taking the time honored Halloween tradition of trick-or-treating and moving it to digital. In this year’s October holiday campaign, Target has developed an Instagram centered neighborhood called “Halloween Hills.”

The retailer is posting Instagram photos with two houses – one “trick” and one “treat.” Followers can interact by choosing a trick or a treat that is linked to another account. Tricks go to an Instagram account that offers up DIY Halloween-themed projects while the treats link to holiday recipes. The interactive components are unlike anything else brands have been doing on the social platform. 

Chupa Chupa

Candy brand Chupa Chupa – understandably – wants in on the candy-centric October holiday. For Halloween this year, the brand has launched an Instagram campaign in the form of an interactive game.

The game follows a storyline – outline in the video spot below – where a Chupa Chupa lollipop “Lolli” is kidnapped. Followers can utilize Instagram native feature to play a game meant to help rescue Lolli from doom. The game leads participants through a haunted house with references to popular horror icons and movies like Dracula, The Ring, and Pyscho.