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It is estimated that in the United States on Halloween night, an economic spill of between 8 and 10 million dollars.
During 2021, CDMX registered an economic spill of just over 4,213 million, generated during the Day of the Dead celebrations.
Thematic performances are one of the main tools for attracting consumers.
For countries like the United States or Mexico, the last day of October and the first two of November are dates of joy and fun, which represent two different cultures on a particular topic. since it is in these days that death and fear are celebrated, so October has become the prelude to experiential marketing, to Halloween and Day of the Dead.
Halloween night is one of the main festivities that the neighboring country has, so much so that it is estimated that during this celebration, an economic spill is generated that ranges from eight to 10 million dollars, which in Mexican pesos It represents a little more than 160 million 439 thousand 48 pesos to 200 million 548 thousand 810 pesos, this because it is estimated that people spend an average of 44 dollars (881 pesos), between sweets and decoration.
While in Mexico, according to the National Chamber of Commerce, Services and Tourism (kanak), was recorded During the previous year, an economic spill generated by the Day of the Dead festivities, greater than 4 thousand 213 million, this only within Mexico City, being 934 pesos the average expense that people invest, only in the elaboration, of a traditional offering, according to what is indicated by the Federal Consumer Protection Agency (Profeco).
Experiential marketing is activated for Halloween and Day of the Dead
National holidays are one of the main sources of inspiration for companies, who join the celebrations by carrying out all kinds of heavy activations in the marketing of experiences, whether physical, virtual or mixed.
Experience marketing can be conceived as the strategy used by companies to evoke feelings, with which it is intended to generate organic links, which translate to new consumers and better ties of loyalty, which can be added to seasonal marketing, related to all kinds of activations, such as that carried out by brands such as Panam, Cerveza Victoria, Macabro or Six Flags.
For Erika Berumen, public relations manager of Six Flags Mexico, with more than 20 years of experience in her field, having unique seasonal activations or experiences allows her to position herself within the preference of consumers, since “Scary Festival”, event that with 10 years of tradition, today, has positioned itself as one of the most important festivals of this theme, so much so that it is during this season that the largest number of visits to the park is recorded.
Terror, fun and laughter… You’ll find all of this at Terror Festival!👻 If you haven’t come yet, what are you waiting for? You have until November 14, 2022 to enjoy yourself and face your fears. Do you dare?
🎃 Know all the details in: https://t.co/vYHuw1nxTS#FDT10 #Happy Thursday— Six Flags Mexico (@SixFlagsMexico) October 6, 2022
For Erika Berumen public relations manager of Six Flags Mexicowith more than 20 years of experience in its field, having activations or unique seasonal experiences allows it to position itself within the preference of consumers, since “Festival of Terror”, an event that with 10 years of traditiontoday, has positioned itself as one of the most important festivals of this theme, so much so that it is during this season that the largest number of visits to the park is recorded.
For Erika Berumen, it is thanks to the years and innovation that this type of experience has been maintained, cComing up for this edition with immersive initiatives, which seek to explore the senses, in addition to the trust and training of just over 800 workers, including plant people, actors, dancers and reproduction people, who are the ones who give life to the festival in a committed manner.
In addition to them, brands such as Cerveza Vitoria have joined the seasonal marketing initiative for the second consecutive year with the well-known “Victoria Cempasúchil”, an experience that seeks to honor the memory of those loved ones who are no longer with us. under the concept of: “We are living offerings”, where we remember his legacy, which remains in us forever.
I’m already savoring my bread of the dead accompanied by Victoria Cempasúchil. ❤️🍺 pic.twitter.com/2TCWstdSU7
– Victoria Beer (@VictoriaMX) October 7, 2022
Celebrating traditions through experiences that complement and at the same time allow us to organically bring culture closer to consumers, allows not only to achieve positioning, but in turn it is through these that new audiences are impacted.
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