• by OMMA Editors , September 12, 2021

When Canada’s government banned trick-or-treating due to COVID-19, Hershey’s stepped in to Uncancel Halloween. Hershey, which anticipated a 27% sales drop as a result, responded with an interactive trick-or-treat experience that families could explore from home. Called the Hershey Treat Quest, the partnership with Snapchat created a custom augmented reality game. This retro ’80 arcade game lets users collect mountains of candy, unlocking giveaways, discounts and specialty content. Sweet results included lifts in purchase intent, favorability and ad recall.