HARIBO Chewy Games

Objective

HARIBO sought to strengthen brand awareness and engagement among Gen Z consumers by introducing interactive gaming mechanics within their social media presence. The campaign positioned the brand as a social media innovator while tapping into young audiences' natural affinity for playful, candy-themed interactions.

Solution

The campaign debuted what was billed as the first interactive Instagram arcade hosted entirely within a brand's feed, transforming Instagram Stories into quizzes, feed posts into puzzles, and deploying AR filters for extended gameplay. Users engaged in micro-play mechanics centered on HARIBO's gummi candy shapes. The experience spanned Instagram and Facebook, created by Barkley with a team of 16+ professionals including creative directors, designers, social managers, and developers.

Results

Organic reach exceeded 1 million people with 24.7M total impressions earned through reshares. The campaign generated 1,450 earned media placements resulting in 20.4B impressions, achieving +170% and +70% above PR goals respectively. Instagram engagement increased 54.3%, while Facebook engagement grew over 200%. AR filter engagement surged 669%. The campaign was a finalist in the Instagram category at the 15th Annual Shorty Awards.