OMD USA
Reese's, "Reese's Perfect XBox Live Halloween Event" USE OF GAMING
To get gamers to play dress-up, OMD USA launched a Reese's-branded Xbox 360 costume contest that led to 1.1 million costume votes being
cast for best in show (typically, Xbox Live campaigns earn 55K votes). But the contest was just a precursor to an online Halloween concert event that had users' dolled-up avatars taking center stage
in Guitar Hero 5, for a chance to win a 3D TV. The results were record-breaking, with 1.48 million content downloads, and 90,000 Guitar Hero 5 Halloween Tournament sign-ups - and a
20 percent increase of purchase intent.