Halloween is a pretty big deal. From costumes and candy to neighborhood traditions and a little good old-fashioned mischief, it's a holiday built around shared experiences. And for brands willing to get creative, it's an opportunity to do more than join the conversation. It's a chance to become part of the celebration.

A perfect example of this was our work with Weber Shandwick and Mars Wrigley to bring the M&M'S Rescue Squad to life with a spooky, sweet twist.

Building on the success of the brand's 2023 Halloween candy rescue program, Trigger(House designed and fabricated two custom M&M'S Rescue Squad Phone BOOths in Westfield, NJ, and Philadelphia, PA. The concept was simple: give trick-or-treaters a direct line to M&M'S when their candy supplies were running dangerously low.

But these weren't your average phone booths. Guests dialed F-U-N on a retro telephone, only to be greeted by a spooky voice and a phantom hand delivering a surprise stash of M&M'S. Equal parts trick and treat, the experience delighted more than 1,000 Halloween revelers, earned an exclusive unveiling on The TODAY Show, and helped generate 1.8 billion impressions across 967 media placements.

It's a great reminder of what makes experiential marketing so powerful, especially around holidays and cultural celebrations. The best activations don't interrupt the occasion; they add something to it. By tapping into the rituals, emotions, and playful spirit that make Halloween special, M&M'S turned a familiar holiday tradition into something unexpected, memorable, and unmistakably on-brand.

Because when brands find authentic ways to join the fun, everybody wins.