I’m a sucker (pun intended given we’re talking about candy) for great marketing activations… and peanut butter. So I had to write about this.
How do you create a story that cuts through the noise and is loved by your core audience they feel motivated to share it?
And how do you do it with as little money as possible while maximizing the amount of eyeballs you reach and hopefully becoming newsworthy in the process?
Reese’s Peanut Butter Cups answered the above questions this week in New York for Halloween.
Ben Dorenfeld from Anomaly (Reese’s marketing agency) turned me on to this activation.
Reese’s set-up a vending machine outside Washington Square Park to commemorate Halloween. But this was no ordinary vending machine. It was a candy converter! You insert the candy you don’t like and out comes Reese’s Peanut Butter Cups.
Now, Reese’s fans are demanding the machines come to their town… My guess is next year Reese’s will set these machines up in a city near you! Brilliant.
— REESE'S (@reeses) October 30, 2018