Hershey Virtual Treat Quest: Saving Halloween

Richard Fofana, Jeenal Patel

Hershey candy brand ran a digital engagement campaign in Canada for Halloween 2020 to drive sales and boost brand health during the COVID-19 pandemic.

Campaign details

Brand: HersheyBrand owner: The Hershey CompanyEntrant company: UM TorontoIdea creation: UM Toronto, Mint TorontoMarket: CanadaSector: ConfectioneryMedia channels: Gaming & in-game advertising, Merchandise & free gifts, Online display, Social media, Sponsorship - event, property, Virtual & augmented reality, Websites & microsites, Word of mouth, influencersBudget: Up to 500k

Executive summary

Hershey Treat Quest was created to help save Halloween when Covid-19 safety measures cancelled celebrations. In partnership with Snapchat, Hershey built an e-commerce-enabled, augmented reality game to win treats and capture the Halloween spirit. Designed to...

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