Find Your Boo: Find out how this Halloween fair converted matches into sales and attendance!

From the desk of Miles Everson:   Hi, everyone! Do you know why guerrilla marketing holds a special place in my heart? It is because this strategy thrives on the unconventional and enables marketers to leave a powerful and lasting impression on their target audience. The best thing about this strategy is that it is easy and inexpensive to execute! Curious to know how guerrilla marketing works? Continue reading below to know how this fair captured its target audience’s interest!

Find Your Boo: Find out how this Halloween fair converted matches into sales and attendance! Imagine swiping on Tinder, hoping to find the love of your life… … but only to end up getting matched with a spooky individual. Huh? What’s going on? That’s exactly how things played out in 2021 when Cedar Fair, a major player in the amusement park industry in North America, wanted to invite people to its spooky Halloween fair. Here’s how the guerrilla marketing campaign played out… A Spooky Halloween Fair One of the most common Halloween traditions across the globe is going to fairs during the spooky season. Back then, going to Halloween fairs was a common tradition among people of all ages. However, this has changed in recent years, as most young adults engage in other festivities such as Halloween parties and out-of-town trips. That’s why in 2021, Cedar Fair decided to up its game to encourage people, especially those aged 18 to 34, to attend its Halloween fair. To do this, the company decided to promote its fair on Tinder, a popular dating app! Cedar Fair’s “Find Your Monster Match” To pull off this guerrilla marketing campaign, Cedar Fair’s team created Tinder profiles of its most notorious Halloween fair characters, Chuck the Butcher and Lisha the Banshee. With their killer looks and bios, the two monsters captured people’s attention on the platform. The “Find Your Monster Match” campaign was geo-targeted so Cedair Fair can promote its Halloween fairs in its Cincinnati, Charlotte, and Richmond locations. Those who swiped right on Lisha and Chuck received a personalized invitation to the Halloween fair near them so they can meet their Halloween matches. To further amplify the chills and thrills, Cedar Fair also produced a short and retro-style video featuring Lisha and Chuck trying to allure people with their looks. So, what were the results? The campaign garnered almost 2 million impressions. The campaign gained over 2,000 clicks on Cedar Fair’s Halloween fair website. The featured “Haunt Events” in three Cedar Fair Parks were sold out. Cedar Fair’s parks in Charlotte, Cincinnati, and Richmond achieved open rates of 85%, 104%, and 76% respectively. Aside from these stellar results, the “Find Your Monster Match” campaign bagged an award at the 2022 Shorty Awards and was also a finalist for the Native Advertising Category! Congratulations to Cedar Fair and Tinder for a job well done! — Cedar Fair’s guerrilla marketing campaign created a unique and memorable experience for its target audience. By putting a creative, interactive, and humorous spin to a Halloween tradition, Cedar Fair was able to drive engagement and generate buzz for its Halloween fairs held at its parks. The company’s keen insight into its target audience was the deciding factor to its guerrilla marketing campaign. So, the next time you promote your brand or offering, make sure to identify and understand how your target audience thinks and come up with a unique spin on it! Who knows? That might just be what you need to launch a successful guerrilla marketing campaign! I hope you’ve found this week’s guerrilla marketing insight interesting and helpful! EXCITING NEWS AHEAD The world of work has shifted, and there’s no going back. The barriers to entry have never been lower for talented professionals to work independently, and today’s massive external workforce is hardly a pandemic-produced fad. Business owners can only survive in the new work landscape by partnering with this deep talent pool. With decades of experience in both small-business entrepreneurship and executive management at PwC, I truly believe that the future of work is independent. With that, I’m happy to share with you that my book, co-authored with Walter Scott Lamb, is now available for pre-order on Amazon! Free Birds Revolution: The Future of Work & The Independent Mind This is an essential read for both independent professionals and corporate executives. Here, we provide educational and practical guides to unpack the ever-growing workforce and offer you crucial ways to become a client of choice. Click on the link above to pre-order your copy. Let this book help you future-proof your career and organization in the new world of work. Stay tuned for next Thursday’s Gorillas of Guerrilla Marketing! Do you want to know how one campaign enabled the American public to discover the hidden world of spies with a museum experience? See it in next week’s article!