Hybrid Event Production Builds Hype for Halloween Products

A major retailer reintroduces in-person elements to a seasonal showcase

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Turning heads with a newly hybrid format

Nothing says “spooky” quite like a 12-foot skeleton with glowing LED eyes. Thanks to a series of successful Halloween product showcases, “Skelly,” the oversized lawn decoration from The Home Depot, is now a seasonal staple. Since 2018, the retailer has kicked off its eight-month holiday virtual campaign with a preview designed to position the brand as a go-to resource for Halloween decor.

Although an online-only approach generated consistent year-over-year growth, leaders recognized an opportunity to grow engagement and increase the visibility of an expanded seasonal product line. In 2024, The Home Depot transitioned the Halloween Showcase to a hybrid event. Held in historic Sleepy Hollow, media personalities and online influencers traveled to the legendary location in New York’s Hudson Valley to search for The Headless Horseman.

The grounds at Castle Hotel & Spa in Tarrytown provided an apt backdrop for vignettes featuring the larger-than-life Halloween collection. Amidst the devilish showcase of sights and sounds, on-site guests participated in live product demonstrations. This required Hartmann Studios’ successful collaboration with multiple supplier partners to address their unique needs.

Through a custom virtual event platform with pre-produced video elements, The Home Depot gave attendees an exclusive behind-the-scenes, closeup experience, while showcasing the new line of seasonal products. The day-long programming featured moderated Q+A and real-time chats and was broadcast over two live sessions to ensure inclusivity across multiple time zones.

Event Strategy

Creative Services

Digital Services

Event Production

Technical Production

Creating more earned media opportunities

Designed to generate media buzz regarding the soon-to-be-released Halloween products, the press event resulted in expanded media verticals. In addition to user-generated content from influencers, major media like CNET, Good Morning America and New York Post provided extensive earned media coverage. Entertainment and tech-focused sites also took note.

The campaign tapped into growing consumer and media interest in giant décor items. This drove strong coverage that highlighted product innovation, quality, a wide product assortment and great value. Stories quoted The Home Depot’s Senior Merchant of Decorative Holiday Lance Allen and spotlighted priority products—including the new companion dog skeleton.

Andrew Webster of The Verge articulated The Home Depot’s Halloween authority, writing: “The big box store where you buy hammers and 4-by-4s is now just as known for Halloween, all thanks to a giant skeleton, which became such a cultural touchstone that The Home Depot has gone all-in on the holiday. This year’s lineup is not only large but was revealed to press both through an online presentation and an in-person event in the village of Sleepy Hollow in New York. Like most sequels, the goal seems to be bigger is better—though it’ll be hard to top the charming simplicity of one big-ass skeleton.”

100+

virtual media participants

media influencers on site

foot skeleton

years of growing the event

Headless Horseman