Hi-Chew Halloween Campaign
Morinaga America, maker of Hi-Chew candies, launched a social Halloween campaign that leveraged Twitter, Facebook and Instagram. The manufacturer left clues over a two-week period in early October, and fans would try to guess what the new mystery flavor would be in the new Hi-Chew “sweet & sour mystery mix” bag of candy. The bags and new flavor were added for Halloween. The social clues included animated videos on Facebook. The manufacturer asked fans to guess the mystery flavor and win prizes such as a $100 gift card from Spirit Halloween, $100 worth of Hi-Chew product and related swag. The social campaign was a smart way to build anticipation around the launch and to get Hi-Chew into the minds of Halloween candy shoppers.