Hershey’s Brazil Created a Viral Campaign to Promote Its Chocolate
Riley von Niessen — April 10, 2017 — Marketing
In an effort to appeal to Generation Z and Millennial consumers, Hershey’s Brazil created a campaign that allowed the users of its website to interact with chocolate objects for the chance to receive them in a raffle.
To create the #Eaternet campaign, Hershey's Brazil joined up with ad agency Aktuellmix to make what users saw on the company's website much more real. To have the chance to win one of the unique chocolate sculptures on the website, which ranged from smiley face emojis, to oversized mustaches, and sunglasses, users simply had to purchase one of the brand's chocolate bars, and enter the code on the wrapper to the website.
To promote the campaign, Hershey's Brazil got help from some of the biggest YouTube influencers as well, who showed just what getting one of the huge chocolate treats in the mail is like.
To create the #Eaternet campaign, Hershey's Brazil joined up with ad agency Aktuellmix to make what users saw on the company's website much more real. To have the chance to win one of the unique chocolate sculptures on the website, which ranged from smiley face emojis, to oversized mustaches, and sunglasses, users simply had to purchase one of the brand's chocolate bars, and enter the code on the wrapper to the website.
To promote the campaign, Hershey's Brazil got help from some of the biggest YouTube influencers as well, who showed just what getting one of the huge chocolate treats in the mail is like.
Trend Themes
1. Interactive Website Campaigns - Companies can leverage interactive website campaigns to engage consumers and create unique experiences with their brand.
2. Personalized Brand Promotion - Personalized brand promotion strategies, such as raffles or rewards, can appeal to a younger audience and increase brand loyalty.
3. Influencer Marketing - Collaborating with social media influencers can help expand brand reach and increase engagement with a younger audience.
Industry Implications
1. Food and Beverage - Food and beverage companies can create interactive campaigns that offer unique experiences with their brand to increase customer engagement.
2. Marketing and Advertising - Marketing and advertising firms can help clients create personalized and engaging promotions through interactive website campaigns and influencer collaborations.
3. E-commerce - E-commerce companies can leverage innovative promotions, such as personalized rewards or raffles, to drive customer loyalty and engagement.
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