Perfetti Van Melle’s Fruittella fruit chews are targetting families with an interactive audio campaign on Amazon Alexa called Halloween Hotel.
Launching today, Halloween Hotel is an Alexa skill game that will provide a daily countdown of content, running up to the 31st of October. Each day, Fruittella fans will be invited back to the Hotel to open a new door, revealing tricks, spooky stories, interactive games, jokes and special prizes - all accessible via voice. And to help them remember to check-in, families can turn on notifications to get a reminder from Alexa to “check behind the next hotel door”.
Halloween is the most important event of the year for Fruittella, and according to Perfetti Van Melle’s own research, consumers are hungry to make the event bigger than ever this year - with a third (30%) of shoppers planning to shop for themed lines up to eight weeks prior. As such, the Halloween Hotel will provide children and their parents with 56 days of fun and a unique way to build excitement for the final event.
The game will be amplified via video and display ads that will run across Amazon’s DSP, Amazon Music and Fire TV throughout September and October. In addition, Fruittella will become the first UK brand to trial a new influencer-focused partnership with Amazon.
Lauren Potter, brand manager for Fruittella, Perfetti Van Melle, said: “There are endless reasons why Halloween is the most iconic holiday to celebrate. It’s not just one night anymore! If you aren’t excited for Halloween in advance, you simply aren’t taking advantage of the season. Our Fruittella Halloween Hotel campaign will help families across the country to celebrate the spooky season the way it was supposed to be enjoyed - plenty of scares, laughs, and of course, treats!”
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