Swizzels Fright Night Live
Campaign: Swizzels' Friday Night Live Halloween Event
To develop a Halloween campaign that was flexible in the midst of a pandemic and that would help people feel confident about celebrating Halloween 2020. Ultimately to drive awareness and engagement for Swizzels during this key sales period.
39 pieces of coverage secured
Media coverage reach
Users tuned into Fright Night Live on the night
Users reached on social media
The event was very well received by viewers, with many thanking Swizzels for helping their children and families celebrate despite the Covid restrictions. Social media activity far exceeded initial objectives, and the varied media coverage secured helped to drive further awareness of Swizzels at Halloween.
To ensure Halloween wasn’t cancelled, we collaborated with Standby Productions and Never.No to develop a virtual live Halloween event full of tricks, treats, games and prizes that the whole nation could take part in – Fright Night Live.
We came up with the event concept and worked closely with the production teams to bring it to life.
The two main things to consider in the planning process were: content and a host. The live event was to last for two hours, so we came up with lots of ideas for games and ways to entertain the whole family throughout the night. We then selected our Fright Night Live host through an interview process to showcase their presenting skills, tricks and energetic personalities.
Next, where to host this live stream? The Swizzels website and Facebook page were our platforms of choice, allowing anyone across the country to tune in from the comfort of their sofas. However, we also wanted to ensure a guaranteed audience. To spread the word far and wide, our paid social content strategy was built around driving sign-ups ahead of the event across Swizzels’ channels.
Behind the scenes, we were busy honing the running order, choosing props for the set, finalising the presenter’s script and organising rehearsals ahead of the big night.
To drive further engagement pre-event, we also reached out to influencers and mummy bloggers to invite them along to Fright Night Live, kitting them out with everything they needed to get involved on the night.
Then came the event itself! With the help of Never.No and Standby Productions, we successfully executed the live stream, with live social interaction from viewers throughout.
Alongside the event, we needed to ensure product sales remained strong for Swizzels, so we supported the Fright Night Live campaign with targeted consumer and trade media relations, securing a range of national, regional and trade coverage.
‘‘When we set out to organise this virtual event, we really didn’t know what to expect or how Swizzels fans would respond as we hadn’t done anything like this before. Overall, we were happy with the results – the engagement across the whole campaign and the numbers of people that tuned in on the night exceeded our expectations – a great job from the team!’’
Claire Lee, brand manager at Swizzels