Mobile marketing case study: Chupa Chips turns to Instagram for Halloween adventure

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Ahead of Halloween 2014, BBH Asia Pacific Singapore and Chupa Chups launched a choose-your-own-adventure style Instagram game, as the confectionery first looks to appeal to its young audience during the biggest time of year for sharing candy.

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Targeted at the Singapore market, "Get Lolli" is a 'choose your own adventure' game on Instagram, built to create awareness of Chupa Chups during the biggest candy-sharing event of the year - Halloween.

In the game, players are encouraged to help a 'finger' find his friend Lolli (a Chupa Chups lollipop) who has been kidnapped.

The game uses Instagram's native features to guide players through a haunted house filled with quirky, spooky messages inspired by popular horror movies and characters such as Psycho, Dracula, The Ring and Freddie Kruger.

Tinus Strydom, creative director, BBH Asia Pacific said: “Bringing a new experience to people where they don’t expect it, is what our business has become, and what keeps it fun.”

Daan Simonis, international digital marketing manager, Perfetti Van Melle said: “This Halloween, we wanted to entertain our audience who have grown up with a mobile device in their hands. The campaign will give them a chance to experience game play on a platform they are already familiar with.”

The campaign rab through to Halloween with supporting messages carries on Facebook and YouTube.


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