• by OMMA Editors , September 12, 2021

UM Canada created the Hershey Treat Quest, partnering with Snapchat to build an augmented reality game to gain treats after the Canadian government canceled Halloween in 2020 due to COVID. Designed to look like a 1980s retro haunted arcade game, users collected candy, and unlocked giveaways, discounts and content. Hershey’s first multi-retailer ad unit ran on Facebook and Snapchat driving traffic to product pages on retail websites. An ecommerce initiative completed the loop. The brand partnered with mommy bloggers, and collaborated with Amazon, which drove 74% of first-time purchases.