While it’s unclear exactly what the state of trick-or-treating will look like this Halloween, candy companies are wasting no time in engaging consumers in brand-new ways this year.
Ferrara, for its part, is tapping new tech in order to engage consumers during the scary season, including honing in on the rise of at-home and mobile gaming.
As part of this, the confectionary manufacturer partnered with Active Theory and Sony for two separate campaigns, one of which leverages augmented reality for the first time
With its Trolli brand — which is “all about shining a weirdly awesome light in the darkness,” Dave Foldes, senior brand manager for Trolli, told CGT — it sought to create a campaign that both leaned into gaming and leveraged tech from start to finish.
In teaming with Sony PlayStation and Active Theory, they designed “Deliciously Dark Escape,” a multi-layered game journey only accessible by scanning a code on certain Trolli gummi worm packages.
“As a brand that’s always looking for unique ways to engage with our consumers, we were inspired to create something unique and interactive that would motivate our new and existing fans to engage further with us,” Foldes said. “We know that 75% of U.S. households have at least one gamer, and 21% of those gamers are younger than 18 years old.”
The team developed a hidden site where gamers can engage with the Trolli brand while earning chances to win PlayStation and Trolli prizes.