Reese’s Peanut Butter Cups are giving Snapchatters the chance to play Pac-Man from within the Snapchat app, as part of a nifty marketing campaign.
The game features a chocolatey, peanuty Pac-Man gobbling up Reese’s pieces to score points, avoiding the bad pieces of chocolate.
The Hershey-owned brand’s Pac-Man can be accessed via a Snapcode shared by the brand on Twitter or through ads on Discover or between Stories – when users swipe up on the ads. The game debuted on 19 September and it will run for six weeks.
The concept of the game was created by Reese’s creative agency Arnold Worldwide, while it was developed by mobile company TreSensa.
“The concept really started from an online video featuring Pac-Man we launched in the spring of this year,” Noelle Perez, senior manager of global market and digital advancement for The Hershey Company, told Digiday. “Interactive gaming is a new territory for us. Our goal is to explore and understand gaming opportunities with our brands and learn from these experiences to innovate.”