Discover what haunted houses teach us about experiential marketing. From sensory storytelling to surprise moments, learn how to create brand experiences that truly connect and stay with people.
There’s something about Halloween that makes the world feel a little more alive. The air gets cooler, the lights glow warmer, and suddenly even a quiet street feels full of possibility. You walk into a haunted house expecting a few jump scares and walk out with your heart racing and your friends laughing beside you.
This fall, our team at Maverick XM has been surrounded by the energy of spooky season, and it’s reminded us why we love experiential marketing in the first place. Because at its core, it’s about creating moments people don’t just see but feel.
If anyone understands how to make people feel something, it’s the creators behind Halloween attractions.
Experiential marketing is all about connection, the kind of emotional reaction that happens when people are completely in the moment.
That’s what haunted houses and fall festivals do best. From the second you step inside, you’re transported. Every sound, smell, and flicker of light works together to pull you into a story. You’re not just watching. You’re living it.
That’s exactly what today’s audiences want from brands too. They don’t want to be told what a company stands for. They want to feel it. They want to step into a world that excites them, surprises them, and maybe even gives them goosebumps.
The best part of any haunted attraction isn’t the props or the strobe lights, it’s the people.
The actors in Halloween attractions aren’t just performing; they’re creating an experience. Every whisper, scream, and laugh pulls you deeper into the story.
That’s the same energy great brand ambassadors bring. They aren’t just there to manage a setup or hand out samples. They bring the brand to life through real human connection. They create the moments people remember most.
Step into a haunted house and your senses come alive. The creak of a floorboard, the smell of fog, the sudden chill of a breeze, it all feels real because it’s designed to.
When we build activations, we think the same way. What does it feel like to step into this brand’s world? What emotion should people walk away with? When we design from that feeling, everything else falls into place.
Every successful Halloween attraction is built on tiny, intentional details. The way the lighting shifts, the faint sound in the distance, even the texture of the walls, it all tells part of the story.
In experiential marketing, those same small details transform an event into a memory. A scent that sparks nostalgia, a sound that triggers emotion, a line that makes someone laugh. Those touchpoints are what make people believe in what they’re experiencing.
Some of the best Halloween moments come when you least expect them. A hidden jump scare. A burst of laughter after the fear fades. The surprise that makes everyone in line start talking at once.
That’s what brand activations should do too. Leave space for joy and surprise. Maybe it’s an unexpected giveaway, a secret element hidden in plain sight, or a playful twist that rewards curiosity. Those moments of spontaneity are what people remember and share.
Even after Halloween night ends, the feeling lingers. The laughter, the stories, the photos, those moments stick around long after the decorations come down.
Brands can create that same lasting connection. Follow up with a thank-you message, share photos from the event, or create digital touchpoints that keep the story going. When people keep feeling your brand long after the event is over, that’s when you know it worked.
This Halloween season reminded our team at Maverick what makes experiential marketing so powerful. The best experiences don’t just entertain; they connect. They make people feel something real and remind them what it’s like to be part of something bigger.
The true magic isn’t in the costumes, lights, or special effects. It’s in the emotion, the energy, and the people who bring it all to life.
So when you’re building your next activation, think like a haunted house. Focus on the feeling you want to leave behind. Design with care. Create with heart.