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The media buy also includes Halloween creative on paid digital and social channels. Content is focused on this year's key décor animatronics and inflatable yard decorations products, as well as costumes like Black Panther.
As the title sponsor for Heidi Klum’s annual Halloween party, Party City will leverage photos and imagery in paid social channels, and whatever is posted from Klum’s channels.
The activation will have three social posts total, as well as a Facebook Live execution from the red carpet.
Although Party City introduced a similar project in 2017, this year for the first time, the retailer will partner with the Children’s Hospital of Los Angeles to co-host a kids Halloween party with Heidi Klum on October 4. That, too, will be supported across its social-media channels.