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
Jimmy Kimmel Sketch
Chewbie appeared on Jimmy Kimmel Live to help Jimmy and Guillermo have a sweeter Halloween!
Chewbie: NIGHT WATCH
We were tasked with making a digital-only Halloween activation that would walk the line between silly and spooky and be a hit with Gen Z.
What we came up with was a FNAF-inspired livestream of the Hi-Chew HQ after hours. The first viewers to spot Chewbie earned free candy!
What we came up with was a FNAF-inspired livestream of the Hi-Chew HQ after hours. The first viewers to spot Chewbie earned free candy!
Phase 1: Tease & Mystify
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?
Show how the character clumsily interacts with the brand's social media account. Refuse to explain why. Also give away free candy.
CHEWWWWWWWWWWWWWW (Translation: LAST DAY FREE CANDY CHEW TO ENTER!!!)
CHEW CHEW CHEW CHEW CHEW CHEW CHEW CHEW CHEW CHEW (Translation: TYPE CHEW FOR FREE CANDY FREE HI-CHEW!!)
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 !!!)
Phase 2: Meet Chewbie!
(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: Chewbie on Social
Now that everyone knows Chewbie, we had to find interesting ways to integrate them into our weekly social content that capitalized on the personality we had developed.
Enter: "Chewsdays"
