EXPERIENTIAL STRATEGY & DEMAND GENERATION.
Transforming Hershey's brand experience into an interactive VR scavenger hunt.
ROLE & DELIVERABLES:
Planning & Strategy
Customer Journey
Creative Technology
Media Planning & Buying
OVERVIEW.
Drive awareness by amplifying product promotions.
Background: Halloween is historically the most important season for Hershey's sales. But because of the brand's "classic" heritage it is essential to take advantage of new technologies to keep relevant with new generations.
Insights: Hershey's is considered a conservative brand when it comes to activations at point of sale. But to keep the current consumer active, connected with the brand AND recruit the next generation buyer, Hershey’s decided to develop a new touchpoint, a virtual world.
Audience: 18 – 25 years old, ABC SEL, college students, self- motivated, with a spirit of Halloween.
Messaging: We created Hershey’s Haunted House, a unique interactive VR experience that let Hershey’s fans interact with the brand products in a modern and innovative way. The experience transported users into a unique virtual world (haunted house) where they could play a scavenger hunt on products around the house while interacting with surrounding environment to create a unique spooky experience of their own.
Objectives: Drive awareness (Demand Generation) by amplifying product promotions, events and trial (college tour). Connect and regain relevance among the young consumer segment in an innovative VR experience.
EXPERIENCE.
an innovative and haunting experience never before seen in the category.
Halloween is historically the most important season for Hershey's sales. But because of the brand's "classic" heritage it is essential to take advantage of new technologies to keep relevant with new generations. So we developed Hershey's Haunted House, a Virtual Reality game in which the player had to find Hershey's products hidden around a spooky mansion in a limited amount of time. Those who completed the game in time, received a bag of Hershey's goodies.
We took the HH experience on a tour around university campuses, making a final stop at the biggest shopping mall in Puerto Rico. In the end, the brand connected with young consumers through an innovative and haunting experience never before seen in the category.
