This year, the way people celebrate birthdays and participate in holidays has been altered and many households will also be rethinking their traditional Halloween experience—and to acknowledge this, Mars Wrigley is introducing a new digital experience for virtual trick-or-treating. TREAT TOWN is an app that shares a totally digital experience, so that families can still partake in a favorite social ritual.
The virtual Halloween portal is set to open on midnight on October 1st and the platform will give candy lovers the ability to create personalized avatars, customized decorations and more. There will also be the option to virtually knock on the doors of friends and family, and experience Mars Wrigley brands like M&M's, Skittles, Twix and more. With the app, users will be able to earn candy credits, which may be redeemed for real products.
Image Credit: Mars Wrigley
Key Themes Behind This Trend
- Virtual Trick-or-treating
- The rise of app-based virtual trick-or-treating experiences present an opportunity for companies to create unique Halloween experiences with personalized avatars and rewards.
- Digital Party Platforms
- The shift to virtual parties and events has created a need for digital party platforms and tools that enable people to recreate traditional celebrations in a virtual space.
- Gamification of Holidays
- App-based experiences like TREAT TOWN demonstrate the potential of gamifying holidays and offer opportunities to create engaging, interactive experiences around traditional events.
Where This Applies
- Confectionery
- The introduction of app-based experiences like TREAT TOWN creates opportunities for the confectionery industry to develop unique marketing strategies and partnerships to promote their products.
- Event Planning
- The rise of app-based virtual party platforms presents opportunities for event planning companies to expand their services to include virtual events and offer customized experiences for clients.
- Gaming
- Digital experiences and the gamification of holidays offers opportunities for the gaming industry to collaborate with companies and create engaging experiences and virtual rewards for participants.
