• by Karlene Lukovitz  @KLmarketdaily, January 2, 2015

Reese's new "Playoff Pandemonium" social media campaign encourages college football fans to interact with the brand via in-store texting, as well as to view and share videos starring comedian Jeff Foxworthy.

The Hershey's candy brand, which sponsors several college football events, has created a series of 11 short videos in which  Foxworthy, dressed as a football referee, demonstrates humorous "Reese's Rules" for successful game-day parties. For instance, the rules state that "tackling is permitted when someone grabs the last Reese’s Miniature" and that "pass interference may be called for not sharing your Reese’s Minis." 

Additional videos introduce "Referee Foxworthy," and offer outtakes and game-day recipes using Reese's candy.

The Hershey's candy brand will promote the videos on its social channels (including Facebook and Twitter) throughout the college football playoff season, and ask fans to share their own entertaining rules or images using the hashtag #ReesesGameday. All of the videos can also be viewed on the brand's YouTube area.

In the in-store element of the campaign, fans can SMS text to opt in to receive additional rules from Foxworthy and a coupon for future Reese’s purchases.

The campaign also has a dedicated area on Hersheys.com. 

Reese's is the official sponsor of the inaugural College Football Playoff and the title sponsor of the Reese’s Senior Bowl, featuring the nation’s best senior collegiate football stars and top draft prospects. Starting this fall, it will also be the official sponsor of ESPN’s College GameDay.