Double-double-toil and trouble; Fire Burn and Ads Bubble

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Fall—the time of pumpkin spice lattes, back-to-school season, and awe-inducing foliage.

This coveted season brings a chill to the air and ends the slumber of the iconic Spirit Halloween.

This legendary retailer is synonymous with the start of fall, kicking off the race for creative costumes before October 31st. It has taken over the Halloween market, so let’s open the skeleton closet and see how they did it.

Spirit Halloween’s Billboard Magic

As figures like Ghostface and Freddy Krueger adorn Spirit Halloween shelves, their mascot, Jack the Reaper, rises once again to drive sales through the roof.

1,500+

Pop-up locations across the U.S.

10–12 weeks

Of operation each year

$1B+

Generated in revenue annually

The Times Square Takeover

One key driver is out-of-home (OOH) advertising. In 2022, and again in 2023, Spirit Halloween displayed a massive, attention-commanding digital billboard in Times Square.

This masterclass of OOH used a forced perspective illusion to create something that looks 3D, standing out while evoking excitement and even a little fear.

Jack the Reaper appeared to shatter the billboard’s virtual glass.

A booming shattering sound rang through the area, surprising passersby and directing all eyes to the state-of-the-art ad. A little fear can be good in advertising, and even a bit humorous.

The digital out-of-home (DOOH) ad won several awards and boosted both sales and brand recognition.

Spirit Halloween embodies an elusive, exclusive energy, appearing for a short time each year and disappearing for what feels like ages. Through ads like this one, it builds an association of excitement and surprising joy with its customers.

They go big, and they go bold: masters of the Halloween craft and, by the looks of it, OOH too.

Make Your Own Seasonal Splash

Seasonal brands can borrow from Spirit Halloween’s playbook: short, bold, and impossible to miss.

Find Billboards Near You