With Halloween just around the corner, Take5 wanted to get their bars on the millenial list of must-have Halloween candy. In order to reach the target audience, we used the power of nostalgia along with the magic of technology to turn every phone into a front door. Just flip, knock, and open. The surprise? A free pack of snack-sized Take5 Bars delivered to your actual doorstep in time for your Halloween party.
You're never too old for this kind of trick-or-treating.
To promote the experience, we took to social media, posting videos, tweets and photos that showcased the web app and explained how it works, making sure each post felt authentic to the channel it was on. The posts were age-targeted to ensure that the limited amount of free treats made their way to the nostalgic trick-or-treaters.
What is it?
← 1. A WEB APP
No downloading necessary, just use your browser to go to trickortreat.com
← 2. A WAY TO GET FREE CANDY
Once the user lands on a "winning" video, they can redeem their prize and expect to get a bag of Take5 Bars delivered to their door within 48 hours
← 3. ENTERTAINING
The web app uses a range of quirky videos to show the user if their knocking got them Take5 Bars or if they have to try again
← 4. A PHYSICAL EXPERIENCE
The only way to open the door is to physically flip your phone over, knock, and flip it back to open the door.
HOW IT WORKS
The Take or Treat Web App features a door that users can physically interact with. A modal prompts the user to flip their phone over, knock on it, and flip it back over to "open" the digital door on screen. Using each phone's built-in gyroscope and accelerometer, the app senses the opening motion and preloads either a "trick" or a "treat" (spoiler: it's a Take5 Bar.) If the user scores a treat, the app prompts the user to enter their address for a swift Take5 delivery. Once supplies run out, users are able to purchase Take5 Bars "next door" at amazon.com.
When we ran out of samples, we switched to a video explaining the candy was gone and no one was home. A pop up told users to go "next door" —meaning amazon.com—where they could snag their own bag of goodies.