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Media expert Antony Young rounds up media news from beyond Aotearoa in a regular column for StopPress. Halloween has dethroned April Fools’ Day as the marketing world’s favourite excuse to get weird.Amazon’s new AI feature will help you decide what to buy.At the Bugonia premiere, attendees could arrive bald or shave on-site for free admission.A Science Says study finds businesses labelled as “woman-owned” are seen as more competent.Gen Z is gravitating toward ‘micro luxuries’ like premium matcha drinks.German firm Böcker launches ad campaign after lift used in Louvre heist. Tricks, treats and AI nightmares: Halloween is the new April Fools for brands Halloween has dethroned April Fools’ Day as the marketing world’s favourite excuse to get weird. According to Ad Age’s Tim Nudd, in an era of deepfakes and fake news, audiences have grown wary of anything that feels like a prank. Halloween, on the other hand, invites brands to go bold, and even a little dark without risking consumer backlash. This year, we saw Columbia Sportswear let the Grim Reaper hijack its social feeds for the “Engineered for Whatever” campaign, asking followers to share near-death experiences. Skittles summoned their inner ghoul on TikTok with Ghost Roommate, a bite-sized supernatural sitcom. Six Flags released eight-minute horror short Come Out and Play, turning its theme parks into cinematic playgrounds. Disney+ got into the spirit with its “edge-of-your-seat” half-chair for Huluween to introduce its horror film season. All a reminder that, in 2025, the only thing scarier than a good horror campaign… is AI coming for your job. Help me decide: Amazon’s one-tap shopping genius Amazon’s new feature, Help Me Decide is a personalised shopping decision engine for you. By analysing your browsing history, preferences and past purchases, it will recommend the best product for you with just one tap. Whether you’re stuck between similar items or unsure what fits your needs, this AI tool offers personalised suggestions with clear explanations, plus upgrade and budget options. Only available in the US right now, it is integrated into the Amazon shopping app and mobile browser. Go bald or go home: Emma Stone’s ‘Bugonia’ film premiere requires head shaves to attend A bald marketing promotion was employed for the movie opening of Bugonia, starring Emma Stone as a bald-headed CEO accused of being an alien. One of their Los Angeles screenings at the Culver Theater required attendees to arrive bald or shave their heads on-site in exchange for free admission. The event’s quirky requirement paid homage to Stone’s character and the film’s plot, to generate a PR buzz cut ahead of its US release this week. If you’re a woman-owned business, then flaunt it A new study reported by Science Says reveals that businesses labelled as “woman-owned” are perceived as significantly more competent and higher quality, up to 27% more than those without the label. Based on experiments with over 2,500 participants, the research shows this effect is strongest in competitive or male-dominated industries and applies across customer demographics. Why Gen Z is trading lipstick for $8 matcha lattes Gen Z is redefining the classic “lipstick effect,” the term first coined by Leonard Lauder, chairman of Estée Lauder after observing a rise in lipstick sales during economic uncertainty. Cosmetics are being replaced by matcha. According to PwC’s latest report, young consumers are gravitating toward “micro luxuries” like premium matcha drinks, which offer both cultural cachet and perceived wellness benefits. For Gen Z, these purchases represent “affordable affluence,” products that feel indulgent yet purposeful. The great lift heist: Böcker elevator’s priceless marketing After a daring €88 million jewellery heist at the Louvre involving one of its furniture lifts, German company Böcker turned unexpected notoriety into a marketing win. The freight lift had been stolen during a demo by a Paris rental company, but the brand’s swift pivot turned global headlines into brand marketing magic. The firm quickly launched a social media campaign with the tagline “When you need to move fast,” spotting an opportunity to highlight its speed and quiet efficiency.
