Spirit Halloween 2025 Launch was built around the in-store theme Madison Scare Park Subway, bringing a cohesive narrative across digital and physical experiences.
In place of a traditional grand opening, the campaign pivoted to a virtual launch, using digital channels to build anticipation, drive engagement, and maintain momentum.
The campaign spanned email and SMS, blending product-driven messaging with immersive storytelling tied to the season’s theme.
I led copy across channels, shaping launch messaging from announcement through ongoing product drops.
Virtual Grand Opening
With no in-store grand opening, the campaign pivoted to a digital-first launch moment, using email, SMS, and social to recreate the excitement of opening day.
Messaging focused on urgency, participation, and reward, encouraging customers to engage for a chance to win prizes and be part of the moment.
Announcement Messaging
Reframed the delayed store opening while maintaining hype and reinforcing that the season was still moving forward.
Winner Confirmation
Delivered instant reward gratification while driving urgency through a limited-time promotional offer.
Launch Email — Animatronics Drop
Following the announcement, the campaign rolled into a sustained email launch series introducing new animatronics while reinforcing the Madison Scare Park subway theme.
Modular email system used across multiple sends, rotating featured animatronics while maintaining consistent structure.
SMS Messages
SMS supported the launch with urgency-driven messaging designed to drive immediate traffic and reinforce the Madison Scare Park theme.
“Now arriving… your worst nightmare. Shop new animatronics before they’re gone.” → 1,487 visits, $2,104 revenue
“Don’t miss your stop... New animatronics just dropped at Madison Scare Park.” → 1,263 visits, $1,876 revenue
“Now arriving at Madison Scare Park. New animatronics climb aboard!” → 1,098 visits, $1,542 revenue