Stretch won the 3 way pitch to deliver a UK-wide teen experiential campaign for Chupa Chups. The iconic candy brand wanted to target a hard to reach M/F 12 – 16 year old audience in a relevant, credible and engaging way .
Stretch identified Luminar Club’s ‘Love Social’ underage club brand as the perfect environment for Chupa Chups, where thousands of the target audience hang and enjoy themselves away from their parents. We opened up VIP rooms in clubs to create a Chupa Chups branded space to launch a national live ‘dance off’ competition with Xbox Connect’s Dance Central game beamed on to large screens. Guests had the chance to compete for nightly cash prizes, while Chupa Chups brand ambassadors mingled with the crowd sampling product. Giant brightly coloured inflatable chupa Chup lollies were thrown out in to the dancing crowd at the peak time in the evening.Social media amplified pre and post campaign coverage including FB competitions and posing for pictures against a joint Love Social/Chupa Chups branded photo wall. This delivered high levels of Facebook traffic across the campaign with an uplift in ‘likes’ registered on the Chupa Chups Facebook page of over 20%. 200 Chupa Chups club events were hosted throughout the UK over a 6 month period with over 220,000 Chupa Chups samples delivered to the target audience.