Kellogg’s Squares Activation: Alton Towers Halloween Scarefest


What Was the Brief?

We were asked to create a brand activation event for Kellogg’s Squares that fitted seamlessly into the Alton Towers Scarefest Weekend. The goal was to distribute a minimum of 25,000 samples over the two-day period. The main focus was to engage the audience, driving both brand awareness and sales across local retailers. We also had to overcome an initial hurdle stating that under 16-year-olds were not permitted to accept samples without an accompanying adult - due to new government laws released ahead of the Scarefest weekend. However, this did not prevent the UTC Events team from doing what we do best!

What Did We Do?

The mission for the team was to blend into a Halloween themed weekend at Alton Towers with an expected distribution of over 25,000 samples across the two days. We needed to create an engaging environment with a good operational process capable of distributing the Squares samples to as many members of the public as possible. We did this by creating the ultimate Haunted Hospitality Suite injected with a ‘dead’ DJ booth, a spooky selfie space and interactive ghostly games.

What Was the Outcome?

The result was spectacular and we were delighted to surpass the target sample goal! In addition to this, 2,150 people visited our Haunted Hospitality House and all feedback we received from the visitors was incredibly positive. Kellogg’s Squares branding was prevalent throughout and we even used a spooky smoke effect outside the suite to create a creepy atmosphere adding to the overall spectacle of our zombie flash mob performance!

"The team dealt with every eventuality and last-minute changes by Kellogg’s to deliver a truly exceptional experiential event exactly to brief. Surpassing the sample goal and fitting perfectly into the Scarefest surroundings. Highly recommended and already booked for our next activation!”

— SARAH MCFALL, Kellogg's Marketing Manager