With the combination of Halloween's spirit and the Reese's spirit of breaking norms，we inject interactive experience into the campaign. Bring customers a surprised Halloween action through online and offline.
Planning & Execution
Inspired by the four features of Reese's Peanut Butter Cups: Soft, Hard, Salty and Sweet, we created four amusing ghost.
Step 1.A viral video kicked off the campaign before Halloween.
Step 2.Light-sensitive posters of Reese's were displayed in thousands of supermarkets and convenience stores, letting consumers see ghosts when taking photos with flash.
Step 3. Additionally, we launched Html 5 games in order to engage more consumers. Through simple actions, consumers can interact with Reese's ghosts and win coupons.
The campaign created a wide range of discussions from social influencers and consumers on social platforms
On the day of Halloween, we launched a huge carnival in Song Jiang's University Mega Center, which attracted over 3000 students.
Effectiveness / Results
During the campaign, we engaged with nearly 100,000 people on the online interactions. In Shanghai, nearly 10,000 people activated the campaign's coupons for Reese's peanut butter cups.
As a result, the brand buzz of Reese's increased 69%, and the purchase intention of consumers increased 92% which made this campaign an unprecedented success.
Not only did we increased the brand awareness among young consumers but also inspired more brand love. We created a new way of celebrating Halloween .