*表情包和创新合作伙伴关系也使品牌在社交媒体上引领万圣节讨论*

MONTCLAIR, N.J.– On Halloween Eve, researchers from the Joetta Di Bella和Fred C. Sautter III战略传播中心 in the School of Communication and Media at 火狐体育 released a study examining how social media has reacted to one of the most meme-friendly brands in recent history, Spirit Halloween.

自1983年以来，这家受欢迎的零售商利用传统的购物中心空间和废弃的商业建筑创建临时快闪店，销售万圣节服装和装饰品。 近年来，精灵万圣节服装成为社交媒体上的热门表情包，推动了该品牌的知名度和参与度。 

谷歌Trends和Brandwatch平台分析了10月1日至10月28日在X、Instagram和YouTube上发布的6.1万多条社交媒体帖子。 亮点包括:

• 今年的帖子量在10月8日达到顶峰，在Spirit Halloween宣布其新成立的Spirit Christmas Stores时，有近1万篇帖子被提及。 这导致该品牌在研究期间被提及的次数增加了100%。
• Spirit Halloween的搜索活跃度比该品牌的最高点低40% 但自2022年10月以来，该品牌在万圣节服装搜索量上仍明显领先。
• 自2022年10月以来，Spirit万圣节搜索量超过Party City成为最受欢迎的万圣节商店，增幅超过30%。
• 除了在2024年开设创纪录数量的幽灵万圣节店外，宣布增加新的圣诞主题店的消息在社交媒体上引起了广泛关注。 该公司仅在美国东北部地区开设了10家门店，社交媒体上充斥着关于预期的季节变化、与Spirit Christmas自己的圣诞老人的照片和见面会的讨论。
• Tongue and cheek, “Fear” was a dominant sentiment in the posts related to the brand, along with the more understandable “Joy” feeling related to the the Spirit Christmas transition.
• Spirit Halloween’s new collaborations with popular brands like Chipotle, Uber Eats, Warner Bros., and Anne and Cinnamon to create unique costume lines, such as BEETLEJUICE, Deadpool, and meme-inspired outfits, offering fans fun options to embody their favorite personalities during the festive season. 
• Social Media discussion also surged after the brand was mocked on Saturday Night Live’s season premiere on Sept. 28, with the brand humorously responding on “X” with a meme of its own brand poking fun at the long running show.

The study was conducted by faculty Dr. Jin-A Choi, Dr. Yi Luo and Dr. Bond Benton It is the 21st study released from the School’s Joetta Di Bella和Fred C. Sautter III战略传播中心, which provides social media analytics tools and training for faculty and students for classroom learning and research projects.

乔伊塔·迪·贝拉和弗雷德·c·萨特三世战略传播中心数据分析主任、广告助理教授崔博士说：“社交媒体上的流行表情包继续保持万圣节精神的相关性。” “随着圣诞精神店的扩张，这家季节性快闪店现在也将试图抓住美国最昂贵、最受欢迎的节日——圣诞节。”

“Spirit Halloween’s innovative brand collaborations with popular brands such as Chipotle, provide a fresh take on Halloween attire, bringing a blend of fast food culture and spooky fun to costume enthusiasts,” said Dr. Luo, Associate Professor of Strategic Communication.

“Spirit remains a cultural touchstone for our country, yet its placement in terms of cultural relevance is clearly evolving,” said Dr. Bond Benton, Professor of Communication.

The full study is 在这里.

媒体接触： Keith Green, greenk@montclair.edu或973-655-3701