Haunted HI-CHEW

A Story of Possessed Candy, Told and Sold Through Social

https://us.mullenlowe.com/work/haunted-hi-chew

HI-CHEW claims to be irresistible, but is it so irresistible that people would still want it even if it was possessed? To find out, we set up an Instagram store where people could buy bags of HI-CHEW that stayed amongst the ghosts at three of the most haunted locations across the country. Not only did we create the world’s first potentially possessed candy, but we promoted and sold the product entirely through social.

We sent HI-CHEW bags to the Winchester Mystery House, the Belcourt Castle, and the Stanley Hotel. We documented the bags stay each location through social media, capturing all of the bone-chilling moments that arose.

Fans flocked to our Instagram store in troves, wanting to see for themselves if these bags of HI-CHEW were truly haunted. The bags sold out within hours.

Results:

1.6 Million Impressions

+13,532% YoY increase in reach

513% above average industry engagement rates

+47.9% increase in positive brand mentions