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Hershey Virtual Treat Quest: Saving Halloween

Hershey Treat Quest was created to help save Halloween, when pandemic safety measures forced the cancelation of celebrations. UM Canada in partnership with Snapchat, built an ecommerce-enabled, augmented reality game to win treats and capture the Halloween spirit. Designed to look like a 1980s retro haunted arcade game, consumers collected candy, and unlocked fun giveaways and engaging content. It was complemented by an innovative multi-retailer ad unit that ran on social and digital channels to drive traffic directly to Hershey product pages and a unique, volume-driving, Amazon ecommerce partnership. The campaign delivered stunning engagement, ROI and sales results, with 74% of purchases by first-time buyers.