As an established chocolate brand, Reese’s had never really experimented with its marketing mix. As of early 2009, 82% of Reese’s media budget went to TV, with less than 2% spent on digital platforms.
As the media landscape continued to evolve around it, Reese’s found itself in a position common with older brands in that it needed to break its reliance on traditional media in order to remain relevant to its young consumer audience.
Research indicated that gaming was a popular activity amongst young adults, with 3.7m Xbox Live users playing online video games each day. Reese’s partnered with Microsoft to create a gaming event on the Xbox Live platform.
Starting in October, Reese’s hosted the world’s first online avatar Halloween Costume contest on Xbox Live. Gamers were also treated to exclusive viewings of costumes from the soon-to-be-released movie, Avatar. Visitors voted for their favourite costumes each week, with the finalists entering a “Battle Royale” on the Halloween weekend.
Anyone who voted in the contest received MS points, free to spend on whatever Xbox content they wished. Any users who downloaded Reese’s branded content during October were allowed to participate in an online version of the popular Guitar Hero 5 title, using their costumed avatar.
The campaign went on to become the best performing strategy ever for Xbox Live. Reese’s branded content downloads hit nearly 1.5m, and 40% of those who viewed the ads when on to purchase the brand at the next opportunity. Significantly, 56% of those surveyed said they had a higher opinion of Reese’s after seeing the adverts, indicating the strategy risk had been successful in reaching the target audience.
Reese's Xbox Live Halloween Event
Best Use of the Digital Landscape
- Brand:
- Reese's
- Brand owner:
- Hershey
- Category:
- Best Use of the Digital Landscape
- Region:
- USA
- Date:
- October 2009
- Media Channel:
- Gaming
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