October 6, 2009, 12:00 AM

Oriental Trading’s Monster Mash-Up aims for a graveyard smash

An application that lets visitors create and share Halloween music videos starring family and friends gets half a million visitors in its first month.


Oriental Trading Co. Inc.’s “Monster Mash-Up,” an online application that lets visitors create and share homemade Halloween music videos starring themselves, family and friends, has attracted more than half a million visitors from 150 countries, including about 60% who are new to the site, CEO Sam Taylor tells Internet Retailer.

On Monstermashup.com, a standalone URL linked to Oriental Trading’s e-commerce site, visitors can upload photos of friends and family from their computers or their social network profiles into five preformatted, animated characters on the screen. They can set the music video to the Halloween tune “The Monster Mash,” available in its original version as well as in rock and country versions.

The application then allows those who’ve created videos to easily share them by e-mail or adding them to their social network profile pages.

Visitors spend on average of 10 to 30 minutes on MonsterMashup.com. More than 15% of the visitors to the Monster Mash-Up site, which had a soft launch in early September, have created and shared videos, the company says.

“The strategic objective was to use social media to create a buzz and awareness for Oriental Trading as a key destination for fun and affordable Halloween party supplies,” Taylor explains. “A secondary strategy was to use the feature as a vehicle to acquire new customers and e-mail addresses. “

Oriental Trading began promoting the Monster Mash-up in mid-September by featuring the site and its URL in Halloween catalogs, direct-mail postcards, e-mails, newspaper inserts and on the home page of Orientaltrading.com.

Taylor says Oriental Trading will measure the initiative’s success in visitors to the Halloween site, average time spent on the site, number of videos shared, number of e-mail addresses collected, percentage of visitors and e-mail addresses that are new to Oriental Trading, number of visitors to Orientaltrading.com who came from Monstermashup.com, and product sales from visitors to Monstermashup.com.

“Now that consumers are starting to get into the Halloween spirit, we expect the number of visitors to grow significantly throughout the rest of the month,” Taylor says.

Monstermashup.com was developed with digital marketing agency T3.

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