EUROPE. Haribo has partnered with Avolta and its Club Avolta loyalty programme to launch ‘The Treasure Quest’, a Halloween-themed promotion spanning 17 activations at airports across five European markets.
Running until 1 November, the free-to-enter digital treasure hunt is taking place in the UK, France, Switzerland, Spain and Türkiye.
The interactive experience uses augmented reality (AR) to guide shoppers through Avolta stores, encouraging product discovery and increasing dwell time during the Halloween period.
The treasure hunt begins with passengers receiving a clue card from Brand Ambassadors dressed for Halloween. They then use the Club Avolta app to scan displays around the confectionery section, encountering AR Halloween characters that reveal clues to the final code.
Once all clues have been collected, shoppers can use the code to unlock a treasure safe containing Haribo treats, with gummies and prize bags awarded to all participants.
Travellers who are not already Club Avolta members can download the app to participate in the game and access the loyalty programme, which has more than 20 million members globally.
Haribo Director Marketing and Trade Marketing Travel Retail Elisa Fontana said, “We are delighted to further develop our partnership approach with Avolta in presenting a unique engagement specifically targeting the Halloween season.
“Particularly in these five key markets (UK, France, Spain, Switzerland and Türkiye), Haribo has established itself as the go-to brand for Halloween and, supported by the scale of Club Avolta’s membership, Avolta’s imaginative approach is a strong opportunity to exploit that brand power.
“We are supporting the colourful in-store activities with a specially dedicated edition pack (630g) just for the short Halloween period, bursting with a selection of mini bags of Haribo’s leading favourites, including several mini bags with gummy shapes celebrating the Halloween theme.”
Fontana added: “Although Halloween offers a relatively short seasonal opportunity, it is crucial for the confectionery category to maximise every opportunity to create new, engaging activations that will entice footfall and conversion into the stores.
“This fun game also extends and deepens the shopper interaction with both Haribo and Club Avolta, creating wins for both partners. By creating an additional purchasing occasion for the traveller and deepening their engagement, we create new interest, drive sales and strengthen the differentiation of the travel retail experience.
“We are delighted to also add industry awareness for this exciting new activation, driving industry interest through a vibrantly spooky website takeover of The Moodie Davitt Report at Halloween, celebrating the season and the importance of industry partnership across brands, retailers and the media.
“Through innovative, creative activations and partnerships like this, we can deliver category excitement by optimising the seasonal opportunities and drive the industry forward.” ✈
