Biggest Attendance to Date at Pearson’s Candy Annual Halloween Bash


The Idea

Pearson’s came to us to create an integrated marketing campaign for their annual Halloween Bash at the St. Paul factory with all candy sales benefiting the Ronald McDonald House Charities of the Upper Midwest (RMHC). Their goal was to increase attendance, at the yearly event, and candy sales with 100% of sales being donated to RMHC.

The Campaign

Some prep work was necessary- and lucky for us, this included a behind the scenes tour of the factory, where we got photos and videos for content on social media. Our steady sugar high helped us implement a strategy as we took over the Pearson’s Facebook, Instagram and Twitter for the month leading up to and during the event. We created spots with Dez from KS95 (which reaches 1.2 million listeners per week) along with a station appearance at the event.


The Results

  • 60.8% increase in Pearson’s social media fan base leading up to this event
  • 3,100 emails added to client’s database from sweepstakes
  • 2,000+ attendees
  • $18,108 raised for the Ronald McDonald House of the Upper Midwest