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For the Halloween period have a drop system that automatically gives you Halloween rewards randomly over time no matter what you are doing (assuming you are logged in), rare items would be on an extremely low drop rate whilst things like potions would drop fairly commonly.

This is something we had implemented into the PVP server with a different implementation and made the experience highly addictive.

Additionally the system can then be re-purposed after Halloween to include non themed items.

Instead of doing another generic collect X quest which then is never used again after Halloween (or kept on forever)

Valve use this method effectively for player retention in TF2 and have been rolling it out to DOTA, and across steam with their card drop system.

Wow, think I know what you're talking about, and man that would be quite an ingenious way to give to all players on a completely random and thus even, event.

I like this :D