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Industry Chocolate, Business equipment & services, Corporate Image
Media Promo & PR
Market United States
Released October 2009

Credits & Description

Category: Sponsorship or Partnership Campaigns
Advertiser: HERSHEY'S
Product/Service: CHOCOLATE
Agency: SYFY
Date of First Appearance: Oct 1 2009 12:00AM
Entrant Company: SYFY, New York, USA
Media placement: TV campaign - 4 spots - Syfy - 1 October 2009

Describe the objective of the promotion.
During the month of October, Syfy gets a complete makeover with The 31 Days of Halloween. This year our challenge was to create a unique on-air identity & integrate a major sponsor: Hershey's. We had to promote our programming, and their four candy properties - Hershey’s, Reese's, Kit Kat, & Twizzlers - in a way that elevated both brands.

Describe how the promotion developed from concept to implementation
To answer this challenge, Syfy took those ubiquitous aspects of Halloween - the tricks, the treats, the screams – and turned them into a month-long thrill ride with messaging that represented Hershey’s Halloween values. This included Overview spots, (brand specific) Essence spots, and stunning network IDs that fused brands seamlessly.

Describe the success of the promotion with both client and consumer including some quantifiable results
In terms of the success of this strategic partnership, the numbers speak for themselves: Syfy viewers had a 155%* More Favorable Opinion of Hershey's, and were 53%* more likely to buy candy. *Cable Entertainment Tracking Study conducted by Research Results November 13-20, 2009, N= 940 NBCU Panel A18-54 with cable/satellite.

Explain why the method of promotion was most relevant to the product or service
The chosen strategy was relevant to Hershey’s in that it connected the emotions and anticipation of Halloween to the experience of enjoying Hershey’s candy. The Essence Spots in particular drove this connection home, each one using the language and themes specific to each candy product as the driver of the Halloween narrative.