Popular sweet brand Fruittella has teamed up with Wavemaker for the “Halloween Hotel” interactive audio campaign to get families prepared for the ‘spooky season’.
Halloween Hotel is an Amazon Alexa skill and game that will offer daily content to count users down to 31 October. Fruittella customers will be invited to check into the hotel every day to open a new door to reveal tricks, spooky stories, jokes, prizes or interactive games which users can access by voice.
Users can turn on notifications on Alexa to remind them to check behind the next door.
Wavemaker worked closely with Fruittella, owned by Perfetti Van Melle, on the concept development and creative content for the ‘voice skill’, including product development, production, copywriting, recording, mixing and strategy.
Conversational AI agency Voxly Digital built the Amazon Alexa skill.
Rozzi Merrington, Head of Innovation, Wavemaker UK, said: “We’re delighted to see this campaign come to life, especially with the jokes, interactive ideas, and even uncovering “Fruittell-ha-ha-ha”’s spooky voice all delivered in-house. Our team is certainly in the mood for the festive season now, and we have no doubt Fruittella families will feel the same rush!”
Fruittella in UK-first influencer partnership with Amazon
Working with GroupM’s influencer and content marketing solution INCA, Fruittella will be the first UK brand to test an influencer-focused partnership with Amazon.
Users will see a stream of influencer content across Amazon platforms to drive visits – and sales – to the e-commerce site. Creative from INCA influencers will be repurposed to target consumers with the most relevant content based on keyword searches.
The Halloween Hotel campaign will be promoted across Fruittella’s Facebook and Instagram channels, run by McCann. Communications agency Mercieca has supported the broadcast of Halloween Hotel to parents across the UK through a collaboration with Made by Mammas: The Podcast.
Starting from 19 September for a week, hosts Zoe Hardman and Georgia Dayton, will explore the calendar, sharing a follow-up Instagram reel of the two playing “Halloween Hotel” at home.
That weekend, Hardman and Dayton will additionally host Fruittella’s “Halloween Hotel Party” where a selection of parenting influencers and media will interact with the game.
Wavemaker will showcase the game for those that can’t get to the social events on TV using video and display ads by Oakwood. The ads will run across Amazon’s demand-side platform, Amazon Music and Fire TV.
Consumers in spooky spirits
Perfetti Van Melle centres most of the Fruittella brand activity around Halloween in what it deems its most important event of the year. Research by Perfetti Van Melle has found that consumers are more eager to get into the spirit early, with three in 10 planning to shop for Halloween themed products up to eight weeks in advance.
Lauren Potter, Brand Manager for Fruittella, Perfetti Van Melle, said: “Halloween is one of the most iconic holidays to celebrate – if you aren’t excited in advance, you simply aren’t taking full advantage of the season. Our Fruittella “Halloween Hotel” campaign will help families across the country to celebrate the spooky season the way it was supposed to be enjoyed – plenty of scares, laughs, and of course, treats!”