HARIBO – THE TREATLINE

THE BACKGROUND:
Last Halloween, HARIBO launched the ‘Monster Approved’ campaign, polling 500 kids to find out the worst and best trick-or-treat sweets. The result? A list of kid-approved treats, complete with a special badge to help adults avoid disappointing trick-or-treaters. This year, HARIBO wanted to take it further, so I teamed up with the creative team at Edelman to develop a social activation.

THE IDEA:
Originally conceived as a chatbot called “Monster Hotline,” this activation was designed as an emergency service for parents and adults in need of Halloween treats. By messaging the chatbot on WhatsApp, users could order “Monster Approved” HARIBO sweets and have them delivered free of charge.

HARIBO loved the idea, and what started as a small social activation grew into a larger digital campaign known as The Treatline. Together with GoPuff, The Treatline gave away 2,250 free Haribo Starmix multipacks in select areas, letting shoppers hit the “emergency button” to satisfy their treat needs instantly.