The fashion retailer is inviting fans to tweet Halloween tips or a picture of their Halloween outfit with the hashtag #TrickorTweet @Topshop between 26 and 31 October.
It is creating the Topshop Tweet Shop in a number of stores, where customers can present their tweets in return for cosmetic items. The tweets judged the best each day will be rewarded with ￡100/$150 gift cards.
The initiative has been devised to promote the launch of its ‘Witching Hour’ Halloween fashion collection.
Topshop will also create an online photo album of all customers’ Halloween pictures to share with its followers on social media.
Halloween themed prizes and makeovers will also be given away in selected stores.
Justin Cooke, recently appointed chief marketing officer for Topshop, says: “We love the idea of using Halloween to connect our digital and physical worlds. We know our customer moves seamlessly between the two and we want to make that experience even more fun for them and drive conversation in our community around a moment that everyone wants to be a part of.”