Mercieca! Open Halloween Hotel!
Perfetti van Melle

The task

Fruittella, one of the nation’s favourite confectionery brands had big plans for Halloween in 2022. Launching its very own countdown calendar skill game on Alexa, they asked us to raise awareness of their unique and brilliant innovation with parents of children aged four to 12.

What we did

Listening to the brilliant games, songs, stories and jokes created for Fruittella’s Halloween Hotel prompted us to bring the fantastical world of Halloween Hotel out of the audio realm and into the physical.

Our team transformed an upmarket venue on Chelsea’s King’s Road, into a ghoulish getaway for a carefully curated list of parenting influencers and their young families. Hosted by influential and award-winning podcasters Zoe Hardman and Georgia Dayton of Made by Mammas.

The Alexa calendar was demoed for our guests, whilst games and characters were brought to life by eerie entertainers, a craft corner, a face-painter, and even a spooky concierge. All designed to be supremely Instagrammable content.

Results

Our event generated over 100 pieces of organic content on Instagram with an impressive engagement rate of 33%.

In addition to our event, we ran a bespoke podcast sponsorship with Made by Mammas driving further visitors to Alexa to experience the Halloween Hotel for themselves. The sponsorship secured 91,758 impressions over the course of one week, as well as an organic mention in the upfront chat the week following the event.

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