Chupa Chups has launched an Instagram campaign in the form of an online game. The social media campaign was launched by the brand to celebrate Halloween this year.
“Get Lolli” is a ‘choose your own adventure’ game on Instagram and was built to create awareness of Chupa Chups during the biggest candy-sharing event of the year. 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.
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 will run for the next two weeks up until Halloween and will be supported by Facebook and YouTube. The campaign launches with a trailer video and includes game materials; Instagram stills and nine short 15-second Instagram videos.
Watch the trailer:
Client: Perfetti Van Melle
Creative Director: TinusStrydom
Senior Copy Writer: Omar Sotomayor
Senior Art Director:Gaston Soto
Account Management: David Webster, BassamAbdel-Rahman, Bernice Ooi, Michelle Zimmerman
Planning: Lindsey Cummings, Heidi Lahtinen
Producer: Daphne Ng
Director: Flamboyant Paradise
Production house: 4Humans