Fruittella opens ‘Halloween Hotel’ in Amazon Alexa campaign

Perfetti Van Melle’s fruity caramel chew Fruittella has launched a new interactive audio campaign – ‘Halloween Hotel’ on Amazon Alexa which aims to prepare Fruittella families for the spookiest event of the season.

‘Halloween Hotel’ is an Alexa skill game that will provide a daily countdown of content, running up to 31 October. Each day, Fruittella fans will be invited back to the Hotel to open a new door, revealing tricks, spooky stories, interactive games, jokes and special prizes – all accessible via voice. And to help them remember to check-in, families can turn on notifications to get a reminder from Alexa to “check behind the next hotel door”.

Halloween is the most important event of the year for Fruittella, with the majority of its brand activity centring around the big day. But, as fellow Halloween enthusiasts know, it’s never too early to get into the spooky ‘spirit’. According to Perfetti Van Melle’s own research, consumers are hungry to make the event bigger than ever this year – with a third (30%) of shoppers planning to shop for themed lines up to eight weeks prior.

As such, similar to the traditional advent calendar at Christmas, the ‘Halloween Hotel’ will be open for business from today (6 September), providing children and their parents with 56 days of fun and a unique way to build excitement for the final event.

“There are endless reasons why Halloween is the most iconic holiday to celebrate. It’s not just one night anymore! If you aren’t excited for Halloween in advance, you simply aren’t taking advantage of the season,” Lauren Potter, Brand Manager for Fruittella, Perfetti Van Melle, said.

“Our Fruittella ‘Halloween Hotel’ campaign will help families across the country to celebrate the spooky season the way it was supposed to be enjoyed – plenty of scares, laughs, and of course, treats!”

The game will be amplified via video and display ads that will run across Amazon’s DSP, Amazon Music and Fire TV throughout September and October. In addition, Fruittella will become the first UK brand to trial a new influencer-focused partnership with Amazon. It will include a stream of influencer content across Amazon platforms to drive Amazon store visits and sales.