Halloween 2020 was going to look very different. Party City and Nextdoor made this into an opportunity to help communities celebrate in a fun and socially-distanced way. The Treat Map encouraged neighbors to mark their home as having haunted decor, pumpkin projects on display, or being available for a costume wave parade.
To spread the Halloween Spirit farther, Party City and Nextdoor launched an original augmented reality experience, created by Seven2, through the Treat Map, bringing Halloween-themed “virtual visitors” into neighbors’ homes (or wherever they launched the experience!) in a fun, safe way. Halloween shopping was also made easy with pinned Party City store locations on the map - plus while in store neighbors could discover even more “virtual visitors” via the Treat Map.
Members loved participating in the Treat Map and got creative despite a difficult year, marking their houses as having fun pumpkin carvings, haunted decor, or being open to wave parades. This enthusiastic participation was shared with the augmented reality experience as well, with 270K+ AR experience launches.
Party City’s Halloween activation has led to positive results from neighbors. Participants said they are 137% more likely to shop at Party City next Halloween and there were 52k+ in-store incremental 2020 visits attributed to the Nextdoor ads. Additionally, those who pinned their home on the Party City sponsored map were 156% more likely to click on a Party City ad during the month of October increasing performance of their full campaign. Nextdoor Treat Map is a Platinum Winner of the 2021 Muse Creative Award and a Gold Winner of the 2021 MarCom Award.
"Nextdoor was the perfect partnership for Halloween because while a universal celebration, it is also very local in nature. Through our partnership you could get your kids involved through our game, see the local happenings, parties, events and where it was safe to go [trick or treating]. This was different than many sponsorships because it was more than simply applying your brand, it added content, and in a pandemic, helped communities and our customers know where it was safe to play and where You Could Boo You"
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