Reese's x Scream 7 Retail Campaign

Campaign at a glance

• Markets: Australia
• Activating retailers: Coles, Woolworths, IGA
• Channels: In-store POS, social, QR Code
• Brand partner: Scream 7
• Campaignware Template
  
  • Customised Spin and Win
  • Receipt Upload
  • Omnihub
• Tech: Campaign Link QR codes, prize inventory manager, fraud controls
• Primary KPI’s: 
  
  • Entrants
  • validated purchases of Reese’s products
• Secondary KPIs: 
  
  • Scans
  • Page visits
  • Play-throughs
  • Opt-ins
  • Repeat rate

Lessons learned

• Familiar mechanics reduce friction Spin and Win is instantly understood, which let the creative do the heavy lifting
• Connecting a Receipt Upload mechanism into the same flow turned awareness into verified sales data without making shoppers start over elsewhere.
• Mobile attention is a design constraints:
  
  • Designing for one-handed use fast loads and short copy increased completion rates in-aisle environments.
• Own the entry point
  
  •  Using in-house Campaign Link QR codes simplified deployment, setup and updates across hundreds of store touchpoints.
• Platforms beat one-off builds 
  
  • Real-time control of odds, stock and content let the team react to store feedback the same day, not after a sprint.
• Cheat protection
  
  • Ability to spot cheaters trying to game the system and prevent them in real time

Background 

With Scream 7 set to premiere in February, Reese’s and Bastion wanted an activation that lived where purchase decisions happen: in the confectionery aisle of Australia’s big three supermarkets: Coles, Woolworths and IGA.

The brief was simple and ambitious at the same time. 

Create a fun, unmistakably Scream-branded experience that gets shoppers to pick up Reese’s now, not later. The solution needed to be fast to build, easy to update, and robust enough to manage prize logic and stock at national scale.

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Challenge

• Make a Halloween-themed activation feel native to retail and mobile, not just a movie tie-in
• Remove friction so shoppers can play at shelf in seconds
• Close the loop between engagement and verified purchase
• Launch quickly, then iterate without waiting on dev sprints
• Maintain accurate prize inventories and win probabilities across a national rollout

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Strategy 

Anchor the idea in a familiar mechanic people love to try once they see it, then tie the fun directly to a tangible purchase step. 

Build on our proven Spin and Win template for speed, extend it with a Receipt Upload to validate purchases, and wrap both in a fresh, cinematic user experience that Creative Directors could art-direct down to the pixel - with our guidance on campaign UX best practise.

The Idea: Fright or Flight 

A punchy shopper game that asks, Will you stay and spin, or grab your Reese’s and run? 

Every entry starts on mobile in-aisle via Campaign Link QR Codes placed on retail touchpoints or promoted via social media to drive people in-store.

Players get a Scream-styled instant game moment, clear prompts to buy, and a seamless path to upload a receipt for bonus entries and prize eligibility.

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What we built

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A heavily customised Spin and Win

• Net-new UX and screen flow built on our template framework
• Dynamic prize logic using platform controls for stock levels and win probabilities
• Cinematic sound and motion cues designed for thumb-first use on mobile
• Confirmation emails sent to participants

A native Receipt Upload

Single flow stitched to Spin and Win so it feels like one continuous experience

Automated validation rules to confirm eligible products and purchase dates

Fraud checks and duplicate detection

Campaign Link QR code activation

Our in-house QR generator simplified asset creation and tracking for retailer print

One scan to load a lightweight, mobile-optimised microsite in under a second

Clean UTM structure for channel-level attribution from social to in-store

Creative direction

Full visual system aligned to Bastion’s Creative and Hershey’s Brand specs

Typography, color, iconography and motion tailored to Scream’s Brand

Accessibility considerations for contrast, tap zones and thumb reach on small screens

Omnihub to showcase the winners

After the campaign, the Omnihub was used to showcase winners of all prizes

Why the platform approach mattered

• Faster to market Building on a proven template let the team move from concept sign-off to live in days, not weeks, while still delivering a custom-feel experience. This mirrors how pre-built templates have accelerated complex partner activations in other categories, without sacrificing quality.
• QR-first participation QR-based entry meant shoppers could play instantly at shelf, a pattern we have repeatedly seen drive high engagement when the experience is centralized and easy to access.
• Full-fidelity design on mobile We matched the creative vision without compromising performance or responsiveness, similar to how fully branded hubs and experiences have been delivered across devices in other programs.
• Real-time control Client and agency teams could update copy, odds, prize counts and CTAs on the fly, avoiding code releases and keeping the experience aligned to stock and store feedback.

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How the experience worked in store and on mobile

• Discover
  
  • Shoppers saw Fright or Flight on shelf wobblers, aisle fins and tearaway cards. Campaign Link QR codes and social ads funneled traffic into the same mobile experience. Promoted on social to push people to the stores.
• Play
  
  • A movie-styled entry wait screen provided the Scream Ghostface brand integration
  • Instant outcomes revealed prizes (PRIZE), try again’s (FRIGHT) along with a button to verify purchase to go into the major prize.
• Purchase and verify
  
  • Clear instructions guided shoppers to buy participating Reese’s products
  • Players uploaded a receipt in the same session for bonus entries and prize eligibility
• Fulfillment and follow-up
  
  • Winners were issued instantly or via validated draws, depending on prize tier
  • The Omnihub connected to the campaign domain provided an easy space for Bastion to showcase the campaign winners.

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Operational highlights

Dynamic prize inventory synced with entry volumes to avoid overcommitting on stock

Admin tools gave Bastion and the client same-day control of copy, art, odds and dates

Privacy-first data capture with explicit consent and secure storage

Clear measurement, including scans, visits, plays, purchase validations and opt-ins

Results 

The campaign was designed to generate scans, visits and verified purchase data, with a strong post-activation CTA. 

Headline outcomes included:

• Thousands of total scans across Coles, Woolworths and IGA
• Tens of thousands of unique visits to the mobile experience
• High percentage of visitors converting into entrants
• Hundreds of receipts successfully validated
  

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Why this approach works 

• When you combine a recognizable game mechanic with a branded, mobile-perfect experience and remove every extra tap between fun and purchase, shoppers respond. =
• By building on a flexible platform rather than starting from scratch, Reese’s and Bastion shipped faster, learned faster and sold more, all while staying completely on-brand for Scream 7.

This is the same pattern that has consistently delivered results in time-sensitive and design-led campaigns across categories.

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Try it for yourself?

 If you’d like to see how Campaignware could work for your next campaign, book a demo below.

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