The King’s Hawaiian bakery brand is running a marketing promotion dubbed “The Legend of Hallowaiian.”
The promotion is employing a sweepstakes, with a grand prize of a trip for two to Hawaii, to encourage families to throw Hawaiian-themed Halloween parties featuring holiday-appropriate King's Hawaiian roll sandwiches and decorations such as Pineapple-O-Lanterns.
Those who throw a party and upload a photo from the event from Facebook or a mobile device to the promotional site receive five bonus entries to the sweeps. (Single entries don't require photo submissions. The sweeps entry period ends Nov. 15.)
The site offers recipes for the sandwiches and decoration tips, and a description of “The Legend of Hallowaiian," as well as the entry area.
The campaign also includes party-themed promotional displays for King’s Hawaiian Sweet Rolls in about 3,000 stores across the U.S. Some retailers are participating in a tie-in in which pineapples are used to create the themed jack-o-lanterns in-store.
Social media and email are also being used to drive awareness and participation.
The campaign is King’s Hawaiian's first with Chicago- and Los Angeles-based agency Trisect. The brand retained the agency in July to handle retail marketing, consumer promotion and key account activations, after it increased its emphasis on marketing services.