Lidl Portugal is celebrating Halloween with the “Ghost Friendly” initiative, inviting customers to find and capture ghosts in the chain's stores. The experience combines an exclusive nighttime activation at the Parque das Nações store with an augmented reality activity available in all stores on October 31st.

The initiative stems from a creative narrative in which stores open their doors to ghosts after closing time, resulting in a chaotic festive scene that requires customer intervention to be restored.

Selection for the nighttime experience takes place through a contest on Lidl Portugal's official Instagram profile, where participants with the most creative answers will be included in an exclusive immersive experience that will take place overnight at the Lidl store in Parque das Nações.

Equipped with a themed kit, which includes a costume, flashlight, store map, and utility belt, participants will have to solve riddles to locate and capture the ghosts, using an exclusive web app.

Augmented reality in all stores

On October 31st, the experience will be available to all customers at any Lidl store nationwide. To participate, simply access the augmented reality web application via your mobile phone, solve the riddles, and point your camera at the indicated products on the shelves to see the ghosts appear on the screen.

This initiative continues Lidl Portugal's Halloween activities, which have combined digital content with in-person experiences. Previous examples include "The Silence of the Influencers," a fictional horror series created for TikTok, and "Apocalidl," an activation that transformed one of the brand's stores into a nighttime zombie escape room, in partnership with a theater company.