Mondelez International brands Chips Ahoy and Sour Patch Kids are taking the high school prom virtual this weekend with a live-streamed party on social media hosted by DJ/producer Steve Aoki.
It includes a sweepstakes called “Sweetest Prom Ever” for youths ages 17-20 in which 1,000 winners will be able to interact with Aoki as he does his DJ set. Among those entrants, one student will be chosen to receive a subsequent “prom do-over” party based on his or her submission of a “promposal.”
The event will be hosted by Zoom from 9-9:45 p.m. on Saturday as a video conference and simultaneously streamed live and available for anyone to view on YouTube, Twitter and Instagram.
Students entered the sweepstakes via a dedicated website, with no purchase necessary. To be eligible for the “prom do-over,” they shared a “promposal” on Instagram or Twitter, followed @ChipsAhoy and @SourPatchKids on that social platform and included @ChipsAhoy, @SourPatchKids, #SweetestPromEver and #Sweepstakes in their caption.
“We’ll work with the winner to determine the exact design of their prom do-over party,” Sabrina Sierant, associate director, Chips Ahoy at Mondelez, tells Marketing Daily.
“The approximate retail value of the prom do-over is $20,000. The winner will also receive a check for $8,600 that may be used to assist with the income tax liability associated with this prize.”
Aoki will be performing from his home studio in Nevada.
“I can’t imagine what students are going through right now, so I hope that the Sweetest Prom Ever virtual party can give them something to get excited about,” Aoki said in a statement.
Per the campaign rules, the 1,000 prize participants are encouraged but not required to wear prom attire. But they must be dressed “in an appropriate manner” and cannot be drinking alcohol, smoking, vaping or appear to be intoxicated or under the influence of drugs.
It’s the latest foray by Aoki in the sweets category. Three months ago, he aligned himself with the Ferrero brand Tic Tac.