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Fruitella launches 'Halloween Hotel' Amazon Alexa skill campaign

David Murphy

Sweet brand Fruittella has launched an Amazon Alexa skill campaign, ‘Halloween Hotel’, that will provide a daily countdown of content, running up to Halloween on 31 October. Each day, Fruittella fans will be invited back to the Hotel to open a new door, revealing tricks, spooky stories, interactive games, jokes and special prizes, all accessible via voice. To help people remember to check-in, families can turn on notifications to get a reminder from Alexa to “check behind the next hotel door”. 

The campaign concept, content, audio recording and mixing has been carried out by Wavemaker, and the Amazon Alexa skill built by conversational AI agency, Voxly Digital.  

Halloween is the most important event of the year for Fruittella, with the majority of its brand activity centring around the big day. But, as fellow Halloween enthusiasts know, it's never too early to get into the spooky ‘spirit’. According to parent company Perfetti Van Melle’s own research, consumers are hungry to make the event bigger than ever this year, with 30 per cent of shoppers planning to shop for themed lines up to eight weeks prior. As such, the Halloween Hotel will be open for business from today, giving a 56-day run-up to September, providing children and their parents with 56 days of fun Halloween.

The campaign will be promoted across Fruittella’s owned social channels on Facebook and Instagram. In addition, supported by communications agency, Mercieca, Halloween Hotel will be broadcast to parents across the UK, through a special collaboration with Made by Mammas: The Podcast. 

Throughout the week commencing 19 September, piodcast hosts Zoe Hardman and Georgia Dayton, will explore the calendar, and share a follow-up Instagram reel of the two playing Halloween Hotel at home. On 24 September, Hardman and Dayton will host Fruitella’s Halloween Hotel Party, where a selection of parenting influencers and media will all also get the chance to interact with the game. 

For those unable to attend, Wavemaker will amplify the game to trick-or-treater’s TV sets via video and display ads developed by creative agency Oakwood. These will run across Amazon’s DSP, Amazon Music and Fire TV throughout September and October.  

In addition, together with INCA, Group M’s influencer and content marketing solution, Fruittella will become the first UK brand to trial a new influencer-focussed partnership with Amazon. It will include a stream of influencer content across Amazon platforms to drive Amazon store visits and sales. Creative from INCA influencers will be repurposed to target consumers with the most relevant content, based on their keyword searches.