CHALLENGE

After winning the Hershey “Take 5” account, Arnold Worldwide wanted to increase the power of their media buy by driving people to the website, where they could really drive home the brand position. They turned to Fuel Industries to adapt their television spots into an online game targeted to the elusive teen male target.

STRATEGY

The game had to be carefully integrated with the television media buy both in terms of look and tone. The key to maximizing the spread of the piece was to integrate humour into the gameplay that would appeal to the typical high-school male. We leveraged the popularity of the recognizable dim-witted characters from the Take 5 television commercials into a fun head-to-head claw game.

CREATIVE & EXECUTION

The object of the Hershey’s Take 5 game is to collect five of the candy bars before your opponent. To ensure that you have the upper hand, you can keep your opponent’s frustration level as high as possible by collecting taunt items like bowling balls that can be dropped on their heads, or a roll of toilet paper which will temporarily “flush” your opponent. These “taunt” special effects implemented by Karbon Arc, Fuel’s video-production brother company, provides more interesting gameplay and the element of humour to encourage pass-around.

Gameplay was further encouraged with prizing and buzz marketing incentives. Top scores were entered to win an iPod MP3 player or a box of Take 5 Candy Bars.

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