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Trick or Treat: It’s An UNREAL Halloween



Digital Instagram campaign from the candy brand

Trick or Treat: It’s An UNREAL Halloween


Hurricane Sandy may have many people stuck indoors, but that doesn’t mean this can’t be an UNREALHalloween.
With the recent explosion of Instagram, which now has more than 7.3 million users according to ComScore, this year is going to be the most visually documented and shared Halloween night of all time.  And for the first time, the widespread affliction known as FOMO (or “Fear of Missing Out”) will drive more social engagement around Halloween than ever before.
That’s why new-to-market candy brand UNREAL is making its Halloween debut with candy that tastes great and an innovative digital campaign to harness this year’s event on one platform – UNREALHalloween.
UNREAL is introducing an innovative platform just as unreal as its candy.  UNREALHalloween is an auto-scrolling visual feed that aggregates all Halloween-related photos being hashtagged on Instagram across the U.S., while infusing video, movement and classic movie references into the stream.  The site also incorporates a themed Spotify playlist to complement the visual party.  UNREALHalloween is designed to give party hosts, candy-givers, those stuck indoors in the storm and Halloween enthusiasts an all-in-one visual and audio hub to entertain them throughout this year’s festivities.
Inspired by 15-year-old Nicky Bonner’s post-Halloween feud with his parents over confiscated candy, UNREAL is using this Halloween to introduce the great taste and better-for-you ingredients in UNREAL's five new candies.  As important as what is absent from UNREAL candy is what is in it: real ingredients and real food that taste great. UNREAL is made with 30% less sugar, 250% more fibre and 60% more protein per serving on average compared to the leading competing brands.  In addition, UNREAL products do not contain corn syrup, hydrogenated oil, artificial flavours or synthetic colours.
UNREALHalloween mirrors this novel approach by capturing everything we love about Halloween in an easy, convenient and unjunked way.
Client: UNREAL
Agency: Big Spaceship
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