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Halloween offers a golden opportunity for higher education marketers to create a bit of spooky magic and foster some positive vibes in fun, memorable ways for students, alumni, prospective students, and the local community.
It’s a great way to connect with prospective students with a little playful celebrations.
Many universities and colleges tap into this spooky season to showcase school spirit, celebrate campus traditions, and strengthen community bonds.
This week, we take a look at a few creative ways that higher education marketers leveraged Halloween celebrations to enhance their school’s brand visibility and student involvement—and have a little fun.
1. Annual themed traditions: Georgetown University
Many universities host a variety of themed events that cater to diverse student interests. These activities not only entertain but also promote school spirit.
Georgetown University, for example, celebrates Halloween with unique traditions that capture its history and community spirit.
In fact, they’ve become quite known for it.
Some of the longtime favorites are:
- the "Haunted Healy," a spooky transformation of Healy Hall
- a late-night screening of The Exorcist (which filmed on and near the University campus)
- the eerie “Healy Howl” where students gather to howl at midnight
- embassy trick-or-treating around D.C., offering cultural experiences and treats
- The Pawject Runway: Howlloween, where students vote for the best campus dog costumes
Screenshot from The Exorcist at Georgetown: Still Haunting and Horrifying 50 Years Later article on student life at the University
These traditions give Georgetown students a Halloween experience filled with both campus lore and D.C. culture.
They also host costume contests, encouraging students to showcase their creativity while fostering a sense of community.
2. Quirky celebrations: Boston University
Boston University has a distinctive way of celebrating Halloween that draws attention: a Pumpkin Drop.
Watch the Pumpkin Drop on the University's Instagram
The Pumpkin Drop is a spectacular event where students drop pumpkins from great heights, combining fun with physics demonstrations. This unique tradition not only entertains but also showcases the university's innovative spirit.
The pumpkin’s journey doesn’t end there, however, as they’re composted by the Sustainability group after their demise.
MIT was also famous for their annual Pumpkin Drop, where students tested the velocity and aerodynamics of pumpkins tossed off the Green Building on MIT’s campus at midnight on October 30— the tallest building in Cambridge.
3. Haunted campus tours: Penn State University
Penn State University created a clever haunted campus tour tradition—Haunted Valley—with activities that include a haunted house, haunted history tours, food, and what looks like lots of fun.
This year, the Haunted House theme also included a ghost tour with visits to spooky areas of the campus as the hosts recount legends of the ghosts that live there.
They also hold pumpkin carving competitions, give their arboretum a special Halloween decoration glow-up (just check out those comments from prospective students), and get alumni in on the action.
Visitors are greeted at the Haunted House
4. Halloween Festivals: University of Galway
University of Galway plays host—for the second year in a row—to an all-out student festival called HALLOWS, organized with the University of Galway Students’ Union and University of Galway Societies.
The event featured live cabaret performances, performers and DJs, costume parties, games, and cultural exchanges, and is a great way to promote life on campus.
The student societies post images of the revelries on Facebook and other social channels
5. Halloween Hackathon: Miami Dade College
Miami Dade College takes a different approach and hosts an annual Halloween Hackathon organized by MAGIC (Miami Animation and Gaming International Complex Club) at their campus, inviting high school and college students from South Florida to a 24-hour event focused on creating games, animations, and immersive simulations.
The hackathon aims to inspire spooky creativity and community-building among young tech enthusiasts—who are, in effect, prospective students!
Screenshot from the university web page advertizing the Halloween Hackaton
6. In the community: The University of North Carolina at Chapel Hill
The University of North Carolina at Chapel Hill partners with the Town of Chapel Hil for a special Halloween on Franklin Street that gets the whole community involved.
Known for its massive street party that attracts thousands, this event highlights the university’s vibrant social scene and encourages participation from both students and the local community.
UNC students, alumni, and locals celebrate with elaborate costumes and street festivities.
The event spans several blocks, showcasing vibrant Halloween spirit and creativity, making it a long-standing UNC tradition that strengthens community ties and school pride.
Franklin Street Halloween includes the entire Chapel Hill community
7. Eerie concerts: University of California
Even the conductor is dressed up for the event
At UCLA, Halloween is celebrated with a mix of campus events, parties, and costume-themed gatherings that reflect the school's vibrant student life.
UCLA students enthusiastically embrace an entire "Halloweekend," a campus tradition filled with costume parties hosted by fraternities, student clubs, and various campus organizations.
One of the standout events is the UCLA Philharmonia’s Halloween concert, held annually, which features eerie musical selections and silent films accompanied by live orchestration.
Students and attendees are encouraged to arrive in costume, as even the musicians and conductor dress up, making it a lively evening for Bruins and the community alike.
UCLA rounds up its marketing with a fun ghost trend video on Youtube
How did you celebrate Halloween this year to build up school spirit and engage students? Share with us on social media or in the comments below.