Hershey’s has just launched a Pac-Man style game on Snapchat to promote its Reese’s Peanut Butter Cups in time for the holiday season. The chocolate brand has been advertising Snapcodes via promoted tweets and says the game aims to reach a younger chocolate-loving audience. Users simply scan the code to get going.
As part of the game, a Pac-Man-style peanut butter cup can be seen devouring Reese’s pieces.
The game, developed by mobile ad company TreSensa has also been promoted via ads on Discover and Stories.
So far, Snapchat users have been swiping 450,000 times to play the game, spending an average 1.5 minutes.
According to Noelle Perez, Senior Manager of Global Market and Digital Advancement at Hershey’s the concept for the Snapchat game was built on an earlier video the company featured in spring.
“Interactive gaming is a new territory for us. Our goal is to explore and understand gaming opportunities with our brands and learn from these experiences to innovate.”
The campaign comes as Snap Inc. has been working hard to boost its advertising and measurement portfolio. The company recently added 14 new creative partners to its portfolio (including TreSensa). At the same time, the company has been tackling fake news by promoting a content verification team.
Although Reese originally considered using Facebook to promote the game, the company admits that establishing new relationships is valuable in reaching new audiences.
Perez told Digiday:
“Facebook is a great partner but we also want to establish new relationships with competitive vendors against Facebook. Snapchat told us that around 35 percent of its 173 million users are not on Facebook, and 95 percent can’t be reached on linear TV.”
In the future, Reese could also be interested in exploring more interactive opportunities on Snapchat such as augmented reality ads.
“Generally speaking, we are looking at virtual reality, AI and bots,” Perez said. “We haven’t talked to Snapchat about the 3D ads but we are definitely interested. But at the same time, we want to make sure that an investment there makes sense for our brand.”