America's favorite Japanese candy was about to announce their first mascot in decades. We got to help get the world ready for Chewbie's debut.
Coverage by MarketingDive and PR Newswire
Phase 1: Tease & Mystify
PROBLEM:
How do you drum up interest for a character your fans haven't met yet, all without being able to show what they look like?
How do you drum up interest for a character your fans haven't met yet, all without being able to show what they look like?
SOLUTION:
Show how the character clumsily interacts with the brand's social media account.
Refuse to explain why. Also give away free candy.
Show how the character clumsily interacts with the brand's social media account.
Refuse to explain why. Also give away free candy.
CHEW chew chew chew CHEW chew (Translation: I have FREE candy for you just type “CHEW” thank you)
chewwww chew chew cheww chew CHEW chew (Translation: do you want free candy?? I do pls comment “chew” for FREE candy !!!)
CHEW CHEW CHEW CHEW CHEW CHEW CHEW CHEW CHEW CHEW (Translation: TYPE CHEW FOR FREE CANDY FREE HI-CHEW!!)
CHEWWWWWWWWWWWWWW (Translation: LAST DAY FREE CANDY CHEW TO ENTER!!!)
Phase 2: Meet Chewbie!
Finally, on September 18th, we got to properly introduce the world to Chewbie with a message from Hi-Chew's Chief Chew Officer.
(made in collaboration with Gigasavvy)
We were also tasked with making a bio page about Chewbie that would live permanently on Hi-Chew's website. Chewbie's Bio Page
Phase 3: Utilizing Chewbie
Now that our audience had gotten to know this chewy little guy, we could use them in fun & unique ways!
Chewbie: NIGHT WATCH
We were tasked with making a digital-only Halloween activation that would walk the line between silly and spooky.
What we came up with was a FNAF-inspired livestream of the Hi-Chew headquarters after hours, where viewers would search for signs of Chewbie running loose. The first few to submit findings earned a massive amount of free candy.
What we came up with was a FNAF-inspired livestream of the Hi-Chew headquarters after hours, where viewers would search for signs of Chewbie running loose. The first few to submit findings earned a massive amount of free candy.
Chewbie appeared on Jimmy Kimmel Live to help Guillermo have a sweeter Halloween
