Halloween, which enjoys high popularity and a lively atmosphere in Western countries, has not been able to spark the same enthusiasm in China. Consumers, due to its lukewarm reception, are unable to experience the authentic Halloween vibe and are even unsure of how to participate in the festivities.

Our objectives:

-Create a format that sets it apart from conventional Halloween events.

-Integrate existing brand assets to generate buzz that exceeds expectations.

-Transform Halloween into a long-term asset for the brand.

“Budweiser Haunted Land”

In collaboration with spokesperson Jackson Wang and his fashion label TeamWang Design, Budweiser is turning Halloween a true carnival for Chinese consumers.

We've combined the hottest entertainment activity among contemporary youth, escape rooms, with the most popular trendsetter, Jackson Wang, to present an unprecedented Halloween extravaganza.

Drop 1: historic Halloween logo change, haunted by TeamWangDesign’s IP character Pumpkie, creating much buzz-ability on social media.

Drop 2: A haunted town was thrown in the CBD of Shanghai, offering Chinese consumers an authentic and immersive Halloween journey, centering around haunted house escape, ghost bars, haunted market fairs, and music parties – incorporating all kinds of cultural hit trends.

- 300000 Footprints onsite

- Over 0.4 billion total exposure

- 572x earned media versus paid

- No.1 Buzzable Brand during Halloween

- The pent-up selves of the youth, confined for 355 days, found liberation on Halloween, manifesting in an unprecedented release.