Reese’s Cups, as we all know, are the greatest candy made! Their marketing team came up with a great idea this past Halloween. During a season where they probably sell some of their highest amounts of product, they were not inclined to sit on the sideline. They introduced the Reese’s Candy Converter.
The Reese’s Candy Converter was stationed in NYC and was loaded with 10,000 Reese’s Cups. Children (and probably several adults) were able to bring there “junk” candy to and exchange it for Reese’s Cups.
The free press generated on this is huge – with over 5K shares generated on their twitter account alone. This helped bring Reese’s to the mind of lots of people on the internet if they weren’t already thinking about getting Reese’s on Halloween.
They also positioned themselves as THE candy to have at Halloween. Usually, I feel like arrogant claims of superiority are bad for a brand, but when they come in such a fun way, it is hard to argue with!
The novelty of the idea and the expert execution of the concept made for a viral social media darling that is becoming more and more rare. My only question is, where did all of the traded-in candy go?
REESE’S (@reeses) October 31, 2018