In the spirit of Halloween, Kelty, a manufacturer of high-end backpacks, tents, and sleeping bags, recently sent an email to customers promoting a seasonal contest in which they asked people to submit their own campfire stories. The message made sense for Kelty, complementing the brand and speaking directly to their target audience.

Besides for the timeliness of the campaign, contests are also great way to incentivize humans to interact with your brand. If the incentive is worth it, your audience will likely put in more effort and engage the brand in bigger ways. That’s scary good business, if you ask us.