A Story of Possessed Candy, Told and Sold Through Social
HI-CHEW claims to be irresistible, but is it so irresistible that people would still want it even if it was possessed? To find out, we set up an Instagram store for people could buy bags of HI-CHEW that stayed amongst the ghosts at the fabled Winchester Mystery House, ominous Belcourt of Newport, and the iconic Stanley Hotel. Not only did we create the world’s first potentially possessed candy, but we promoted and sold the product entirely through social.
We documented the stay at each location through social media, capturing all of the bone-chilling moments that arose. Ghosts can't easily be captured on camera, so we had artist Robert Ball, of Goosebumps fame, create posters featuring the haunts from each location. Each poster became a shoppable post, driving to our Instagram store.
Fans flocked to our Instagram store, wanting to taste for themselves if these HI-CHEW were truly haunted. The bags sold out within hours.
The ghosts made more than an impression:
1.6 Million Impressions
+13,532% YoY increase in reach
513% above average industry engagement rates
+47.9% increase in positive brand mentions
