Zillow just scored a nice Wall Street Journal hit, along with 300+ references in Google News, for its inaugural “Trick-or-Treat Housing Index.” Timing of its October 26 blog post was excellent, with ample time to spread virally before Halloween.
The premise was to look for the most affluent and safe neighborhoods where the houses are closest together, reasoning that’s where costumed kids could haul the most candy with the least amount of walking. It’s great branding for the Seattle-based online real estate resource, which promises to spread the index beyond its hometown next year. (Childhood obescity experts will undoubtedly position themselves for the counter attack.)
When I was a kid in Rochester, New York, the Rapp family was the local Canada Dry soda distributor. They handed out cans of pop to kids in the tony Browncroft neighborhood on Halloween. (One of the kids, C.J. Rapp, grew up to invent Jolt cola.)
This Saturday night, kids everywhere will readily share Halloween strategies that are not dissimilar to Zillow’s methodology. But no matter how many Saf-T-Pops, Mary Janes or miniature Snicker bars are proffered, the real prize on Halloween will be figuring out which houses are doling out full-sized candy bars, whole packs of gum or other top-shelf goodies.
A marketing and PR coup would be a branded mobile app that used GPS and crowd sourcing for strategic trick-or-treating. Lord knows it’s possible. Garmin makes GPS navigators capable of displaying known police speed traps, and FourSquare tells me which nearby bar is giving the first glass of wine away for free.
Those who say this could ruin Halloween should look at the benefits before passing judgment: Kids with peanut allergies could tag houses handing out Skittles. Vegetarian kids could avoid the Skittles (which contain gelatin). Dentist homeowners could opt in to author their own “No Candy Here” disclaimer to lessen the chances of getting TP’d for giving away pencils and tooth-shaped erasers.
I’m going to stop now and write my CandySniffer app business plan. Anyone know which VC funded Webkinz?
Photo credit: amykclark via Photobucket