Get Lolli
Read the story- Brand
- Chupa Chups
- Year
- 2014
- Objective
- Engagement
- Industry
- Food & Drink
- Mechanic
- Adventure & Quest
- Platform
- Social
- Agency
- BBH Asia Pacific
Objective
Perfetti Van Melle wanted to put Chupa Chups in front of Halloween — its biggest candy-sharing occasion of the year — for an audience that had grown up with a phone in hand. BBH Asia Pacific's brief was to meet that audience where it already spent its time, earning attention inside Instagram rather than buying it through conventional ads.
Solution
The game opens at the @getlolli Instagram account, where the nine-square profile grid forms one wide shot of a haunted mansion. The player controls a finger-shaped hero searching for his kidnapped girlfriend Lolli, a Chupa Chups lollipop, and moves between rooms by tapping hidden photo tags hiding in each image — each tag jumps to a different Instagram account standing in for the next room. Along the way the player runs into finger versions of horror icons like Psycho, Dracula and Freddy Krueger, and a wrong move triggers a short video of the hero meeting a grisly end. A session ends either in one of these deaths or by tagging through enough rooms to reach and rescue Lolli.
- 1
A horror-style trailer surfaces in the player's Facebook feed or on YouTube, showing finger characters and a haunted house, and directs the player into Instagram to play there — no separate site or app download.
- 2
The player opens the @getlolli Instagram account, which serves as the game's entry point and sets up the premise: a finger character must find and rescue Lolli, a Chupa Chups lollipop who has been kidnapped.
- 3
Instead of a normal feed, the account's nine-square profile grid is a single image split into tiles, so the whole profile reads as one room of the house rather than separate posts.
- 4
The player taps a tile to open the full post, revealing a haunted-house scene shot with finger characters in costume.
- 5
Native Instagram photo tags hidden in the image function as directional choices: tapping a tag jumps to another Instagram account representing a different room, and each new account presents its own grid and tags, letting the player branch deeper into the house.
- 6
Along the way the player encounters horror-movie parodies — Psycho, Dracula, The Ring, Freddy Krueger — reenacted by finger characters with comic captions.
- 7
Choosing a wrong tag typically leads to a short video showing the finger hero's death, ending that particular path.
- 8
Following the correct sequence of tags leads the player to Lolli and ends the game with her rescue; there is no score, prize, or promo code for winning.
