XBOX LIVE HALLOWEEN EVENT by OMD New York for Reese's

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XBOX LIVE HALLOWEEN EVENT

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Industry Candies
Media Promo & PR, Case study
Market United States
Agency OMD New York
Released October 2009

Credits & Description

Category: Best Use of Other Digital Media, including Mobile Devices
Advertiser: HERSHEY/REESE'S
Product/Service: REESE'S CANDY
Date of First Appearance: Oct 1 2009 12:00AM
Entrant Company: OMD , New York, USA
Director Ignition Factory Gaming: Dario Raciti (OMD)
Project Manager: Ryan Peterson (OMD)
Group Director of Strategy: Whitney Arnold (OMD)
Strategist: Alison Larson (OMD)
Media placement: Gaming - Integration - 01/10/2009

Results and Effectiveness
Breaking nearly every record in Xbox Live history, there were 1.48 million content downloads with 1.1 million costume votes (typical campaigns see 55,000 votes), 90,000 Guitar Hero 5 Tournament sign-ups and response rates as high as 9.99%. Among those who recalled the ads: • 20% increase in purchase intent • 32% told a friend about Reese’s • 40% purchased and ate Reese’s candy • 81% liked the look of the ads • 56% had a higher opinion of Reese’s after seeing the ads • 74% felt the ads fit well into the Xbox Live environment Source: Brand Awareness study via Interpret

Creative Execution
Xbox Live connects gamers together online around the world and currently has 14.5m users in North America. Throughout October, Reese’s exclusively unveiled new Avatar costumes from their Xbox Live Halloween Branded Destination. These costumes were displayed on unique Avatars and users had the chance to vote for their favourite. The Battle Royale ended on Halloween weekend when the winner was revealed. Just by voting, gamers were entered to win 800 MS Points to purchase any Xbox content. After the voting period, the campaign had a grand finale party for the Xbox community. Gamers were encouraged to grab their guitars, dress up their Avatars, and compete in the world’s largest online Halloween concert with Guitar Hero 5. By participating in the concert during Halloween weekend, gamers had a chance to win a colossal prize package: a full home entertainment system including an all-new 3D TV along with James Cameron’s Avatar: The Videogame.

Insights, Strategy & the Idea
In 2009, 82% of Reese’s media budget was spent on TV with less than 2% on digital. With a previous reliance on traditional media, Reese’s faced the new challenge of engaging young adults while adapting to their evolving media habits. Reese’s sought to reach young 18-34 year-old consumers outside of TV while creating the most exciting, innovative, and “ownable” experience within a growing media platform. Two key insights led Reese’s to gaming: 1) Videogame ratings are competitive with network primetime viewership (1.2m adults play on Xbox Live during primetime) and 2) Playing games ranks as a top online activity for those age 18-34. The Reese’s Perfect Halloween Event was the first-ever Halloween costume contest on a gaming platform and the first to use Microsoft’s Avatars (gamers’ digital personas on Xbox Live) in a big way. The programme ran during the month of October, coinciding with Reese’s key seasonality.