Halloween is the perfect time to reach sweets lovers. With dreams of peanut butter cups and power gamers, Reese’s turned to Microsoft Advertising to develop a campaign that would raise brand awareness of its candy and reach active gamers through a Halloween costume contest that Xbox LIVE gamers were already familiar with from past years.
By taking advantage of the power of the Branded Entertainment Destination, Reese’s and Microsoft Advertising created a Halloween-themed destination that featured a costume contest for gamers and daily prizes were awarded from points to candy.
The “Have a Perfect Halloween” campaign ran for four weeks and quickly produced impressive results. The BDE attracted nearly half of the people who saw it and delivered more than one million clicks. It generated an overall click-through rate of 5.79 percent, outperformed the average Xbox LIVE campaign, and click-through rates for individual elements climbed as high as 9.27 percent.
For the entire sweet story, please download the PDF and begin planning your own perfect campaign today!