CHINA

A Date with Ghosts

Hershey's

OMP-Linked by Isobar injected interactive experience into the campaign, creating surprising Halloween experience online and offline.

Hershey's

The results

Nearly 100,000 people engaged via online interaction. The Reese's brand buzz increased 69% while consumers' purchase intention increased 92%.

The challenge

How to make Reese's known and loved by Chinese consumers in 2015?

The ideal blend of salty peanut butter and creamy chocolate in one delicious,bite-size morsel makes up the flavor of American youth. But before Reese's launch in China, few consumers had ever tasted such surprising flavor. It was a challenge for us to get Reese's known and loved by Chinese consumers in 2015.

The idea

Four amusing ghosts inspired by the flavors of Reese's peanut butter cups

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. We launched interactive games in order to engage more consumers. Through simple actions, consumers could interact with Reese's ghosts and won coupons.