Day of the dead Maidstone at the Mall


How do we create an integrated placemaking event in Maidstone around Halloween that will drive mass footfall, generate PR and social media content?


We presented a ‘Day of the Dead’ theme which we thought would not only scare shoppers but also our client! However, they absolutely loved it. An integrated print, experiential and mall media campaign was created around a series of interactive zones from making laterns, carving pumpkins, photo booth, sugar skull mask classes – all in the setting of a 10m x 8m themed stand.


  • We doubled the target with 1,100 participants on the stand
    450 painted faces.
  • 870 pictures and 600 #DOTD key-rings distributed.
  • As a result of the activation, The Mall Monster Kids Club now has 400 new members.
  • Posts about #DOTDMaidstone received 385 likes, 159 comments and 47 shares and we gained over 120,000 views on Facebook.