Home Depot Canada is leveraging the excitement of the build-up to Halloween through a new experiential approach. Featuring Universal Pictures monsters like Frankenstein and killer doll Chucky, the brand is launching a public experience – “Nightmare on Queen Street” – on Friday September 13th.
The event, held at Toronto’s Campbell House Museum and running until Saturday the 14th, lets attendees explore the retailer’s haunted décor in advance of the spooky season, with enticements of free Craig’s Cookies and other treats.
“Halloween is an exciting season for many that sparks creativity and drives customer engagement,” says Doug Graham, Home Depot Canada’s VP of ecommerce and marketing. “This year, we’re taking our Halloween promotions to the next level by shifting from traditional marketing methods to a more immersive experiential strategy.”
By hosting a pop-up event, the brand is aiming to stand out with an experience that goes beyond the typical retail approach, Graham says, adding that the retailer intends to embrace more local and community-driven marketing.
Promotion for “Nightmare on Queen Street” is primarily being driven by targeted outreach to media and influencers, who will preview the event before it opens. The event page is listed on a flyer, email newsletter, the Home Depot Canada home page, along with in-store signage and social media, all geo-targeted to GTA residences.
Graham tells strategy the aim is to engage a diverse audience that comprises of adults and children alike. By offering a mix of interactive experiences and creative DIY opportunities, it can cater to various interests and lifestyles, ensuring broad participation.
The Home Depot Canada’s PR team is working closely with Media Profile, the retailer’s PR agency, and Embr Events, an experiential marketing agency, to organize and plan the event.
Last year, the retailer’s charitable arm, The Home Depot Canada Foundation, launched its first consumer-facing pop-up at Toronto’s Stackt Market.
