The challenge was, “how do you extend Halloween from a one day event (on the very last day of October) to a month-long event?”

Rather than focus on traditional Halloween activities, I knew there was an opportunity to elevate an up-and-coming seasonal trend that Mars/Wrigley and Walmart could introduce to the masses. This burgeoning cultural phenomenon, known as “Booing”, was already gaining traction in suburban neighborhoods across the mid-west United States.

We transformed the concept of “Booing” from a little-known cultural trend into the most successful Halloween sales-driving event in Walmart history.

…and we won a PMA Reggie Award to boot! (see what I did there?)