Get Lolli: The Instagram Horror Game

Objective

Chupa Chups aimed to create Halloween-themed brand awareness and establish a playful, edgy presence on social media. By leveraging Instagram's emerging interactive capabilities in October 2014, the candy brand sought to engage audiences with a novel digital experience that aligned with seasonal entertainment trends and positioned the brand as innovative and culturally relevant to younger audiences.

Solution

BBH Asia Pacific in Singapore created 'Get Lolli' for client Perfetti Van Melle, claimed to be the first choose-your-own-adventure game on Instagram. Players guided a finger puppet character through a haunted house to rescue their friend Lolli (a Chupa Chups lollipop) before it got eaten. The game featured interactive horror references inspired by classic films including Psycho, Dracula, The Ring, and Freddie Kruger. Players made narrative choices as they navigated the horror-themed rescue mission. The two-week campaign, running up to Halloween, launched with a trailer video and included Instagram stills plus nine 15-second Instagram videos, extending to Facebook and YouTube for a multi-platform Halloween push with finger puppet imagery. Production was directed by Flamboyant Paradise through production house 4Humans.

Results

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