Scary Mommy and Walmart Connect gamified the Halloween shopping experience with a first-to-market I Spy premium feature. A robust email and social promotion strategy brought users to a virtual game of I Spy, where clever riddles offered clues to help them identify key Walmart Halloween products within custom-shot vignettes. Invisible “Hot Spots” congratulated readers on finding each spooky item, and a shoppable product row encouraged shoppers to get a jump start on their Halloween candy, décor, and costume shopping.