Butterfinger: Halo havoc

TJ Kelly

Candy bar, Butterfinger, used a mini-game extension to build on its progress with the gaming community in the US.

Campaign details

Brand: ButterfingerBrand owner: FerreroLead agency: MindshareContributing agency: Golin, Channel Agency, PiroCountry: North America (general region)Industries: ConfectioneryMedia channels: Gaming & in-game advertising, Livestreaming, Merchandise & free gifts, Point-or-purchase, in-store, Sales promotion, Websites & microsites, Word of mouth, influencersBudget: 500k - 1 million

Executive summary

Butterfinger had established itself in the gaming community as a brand that provided real in-game value, and its Halo: Infinite promotion was set to cause the most buzz yet. But after an unexpected release delay, Butterfinger needed to rethink its...

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