Retailers shift their ad spending from TV, radio and print ads to digital ads.
An interactive Halloween promotion targets humans as well through Oct. 31.
Sears.com has launched a Halloween promotion with a zombie theme that includes discount pricing, video games and video vignettes featuring current— and former— humans.
Shoppers visiting Sears.com/zombies can choose which side they’re on: Human for Now or Zombies Forever. Each category offers sections featuring Sears products to use in defense against zombies, or to nab humans. For example, zombies can choose “Home for the Zombie Holidays” and shop for Halloween costumes, décor and patio furniture, and the undead also can get a jump on their Christmas holiday shopping.
Human shoppers can pick “Run for Your Life” for access to athletic shoes to aid in fleeing any of their slow-footed antagonists in the neighborhood.
Both categories include Halloween-themed videos featuring Sears products, such as Craftsman (tools) vs. Zombies. Shoppers choosing the Zombies side can select products featured in the Zombie Family Cookbook—such as blenders that can be used to mix a Brain Smoothie.
The landing page also offers the opportunity to chat with a zombie, presumably an articulate one.
The Halloween promotion, dubbed the Zombie Apocalypse campaign, was designed to tap shoppers’ zeal for the spooky holiday, says Michael Murray, chief marketing officer at Sears Holdings Inc., No. 7 in the Internet Retailer Top 500 Guide.
“From a marketing standpoint, the takeover site is an immersive, multi-path experience and by communicating the unique zombie takeover, comic videos and zombie game to key influencers, we drive new visitors to our site in an interesting way,” Murray says. “We were looking to create a media experience that is interactive.”
Videos featured on Sears.com also have been posted on YouTube.
The promotion kicked off Sunday with a two-day sale with discounts ranging from 5% to 15% off selected products. Other deals will be featured through Halloween, Murray says. And while the zombie campaign officially ends on Halloween, the page will remain live, or at least undead, for shoppers to visit afterward.