Halloween Horror Nights at Universal Proves the Importance of Building Brand Communities

There are dozens of well-established brands in the United States, but only a handful can pull off Halloween horror night as successful as Universal. 

The $9.1 billion Halloween season is where more than half of Americans will spend billions seeking spine-chilling experiences. Brands with well-established communities will be able to make a “wallet reaping” as they market their Halloween-themed products to horror starvelings.

One remarkable example of brands taking advantage of this lucrative season is “Halloween Horror Nights” by Universal Studios. This event features horror film premiers with dozens of other spooky experiences. Other big brands making a fortune from the Halloween season goldmine are Six Flags, Disney and Cedar Fair.

Halloween Horror Nights: Universal Studios’ Magic Wand

According to John Murdy, the creative director of Halloween horror nights, the success of the event lies in the demands of its loyal fan base. This proves evident in the estimated 140,000 followers on the Halloween Horror Night Twitter account.

The studio partly engages its community in content like thrillers and behind-the-scenes clips, keeping their adrenaline flowing before the event. Additionally, the production team considers suggestions from fans’ feedback. This creates an aspect of ownership by the brand’s community.

Such an involved brand community assures the production team that their product has a ready-made market. This cuts down the hefty marketing costs associated with film production.

Universal Halloween Horror Nights: The Importance of Building Community for Your Brand

Digital marketing has greatly revolutionised the marketing approach in the modern business sector. As seen in the success story by Universal Studios, customers tend to give them a sense of belonging and ownership. How can this benefit your business?

Have Access to a Ready-Made Market

Millions of Halloween horror night fans across the United States eagerly await ‘Happy Death Day’ premiere on October 31st. Halloween Horror Night tickets nearly sell out weeks before the event. This is a clear indication of how much the Universal Studios community value the brand and its services.

According to research, customer acquisition costs have skyrocketed by 60% thanks to digital marketing. Hence, client retention has become a focal point in any marketing strategy. Businesses with robust brand communities do not need to worry about losing customers to competitors.

Build Testimonials and Increase Revenue

According to Universal Studios, hundreds of new visitors have already secured their Halloween nights tickets for 2022. This is thanks to referrals from friends, families and social media connections. A brand community will undoubtedly refer your business to their network through testimonials.

According to John Murdy, 1 in 3 new visitors of Halloween Horror Nights is always in the company of a friend, colleague or relative. This is the power of brand community!

Create a Connection With Customers

There is intense competition from other brand communities such as Marvel, Disney and Netflix. Even with that, Universal Studios has managed to secure its customer base from a strategy called “customer poaching.” A well-established brand community facilitates conversations about your services. These conversations instill loyalty and belonging in your customers, further glueing them to your brand.

Other Reapers of Brand Community Benefits

Other popular brands are living a true testimony that brand communities sell. Coca-Cola has built a fortified fan base primarily made of teenagers through its Snickers-sponsored Fright Fest partnership. This has enabled them to connect with teens who treasure the Halloween Fright Fest. Six Flags, too, seeks to make the most of the Halloween season 2022 by hosting Fright Fest in its thrill space. The partnership with Snicker and Coca-Cola means Six Flags will reach a wider audience.

The Bottom Line

Building a robust brand community is essential for any business. This is showcased through Universal Studios Halloween Horror Nights' success. If you are a business owner, building a brand community is a crucial customer retention technique. Web Content Development helps brands grow their reach with engaging, dynamic, and enticing content. Reach out to us to learn more about how we can support you in developing your brand.