Guerrilla Marketing Brings Sleepy Hollow to Chicago

Why I Like Meijer's Clever Use of Halloween Advertising

By Published on .

I've always enjoyed Meijer's advertising campaigns, and the marketer's quirky approach typically leaves me with a few chuckles. But paint me surprised when I was shown its new guerrilla marketing campaign for the Halloween season, powered by the mobile marketing company Smart Reply. It's pretty well integrated.

In and around the Chicago area, posters went up informing people of a $1,000 reward for sightings of the Headless Horseman. Chicagoans were treated to a laser projection of an animated image of the headless horseman running through city streets, and beamed upon buildings, monuments and the night sky. The campaign's primary call to action was mobile-based, using a text-and-win offer. Participants received the following message on their cellphones: Thx for locating the Headless Horseman! You are entr'd for a chance 2 win a $1000 Meijer Gift Card. +Save $10 off $75 @ Use promo code "herides."

When I think of Meijer's, I think of produce, primarily because for four years of my life, when I was in college, it's where I shopped. When they implemented a mobile campaign to inform customers of their low gas prices two years ago, my perception of the brand changed. Bravo on a great campaign (which it's repeating in Cincinnati, by the way) and Happy Halloween to everyone!

Craig Daitch also blogs at Thought Industry.
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