The challenge Meijer had was how  to communicate being #1 for everything Halloween in busy downtown Chicago. Our answer was to transform the city into a real world version Sleepy Hollow complete with a wild Headless Horseman.

We kicked off the campaign by posting over 500  Headless Horseman Wanted Posters around the city.  If spotted, consumers were encouraged to use their mobile phones and text in “He Rides” to a special short code for a chance to collect a $1000 reward. On the night of October 17th the Headless Horseman galloped through the city cutting through and grabbing the attention of everyone he passed. That night hundreds of text messages were sent and thousands of impressions were made.

By creating messages like this we are able to engage audiences in a way they welcome and invite. We noticed consumers were also willing to share our message with friends and family because we gave them an experience and something to talk about.

This video recaps one of the nights of the campaign

Here is a radio broadcast talking about the campaign

Press

• http://adsoftheworld.com/media/ambient/meijer_headless