Reese’s Engages Hispanics on the Spin Your Beat Tour
The Hispanic market is a powerful one, and Hershey’s in 2015 needed to solve a unique problem within it: Peanut butter. Since most Hispanic households don’t consider peanut butter a staple, the flavor combination of chocolate and peanut butter in its Reese’s cups was “uncharted territory.” So Hershey’s combined sampling the candy with a known passion point—music—creating the Reese’s Spin Your Beat Tour, which mashed up music genres and dance styles in unexpected combinations proving that unexpected experiences can, in fact, be quite satisfying. The tour distributed 189 percent more samples than planned, demonstrating that this audience certainly agreed.
The Spin Your Beat Tour targeted adventurous, spontaneous Hispanic millennials and visited 18 cultural events, festivals, public parks and shopping centers throughout target markets including Chicago, Houston and Southern California. At each event, Reese’s gave consumers the chance to create their own unexpected music beats using two genre-filled spin wheels shaped like Reese’s peanut butter cups. From Tango to R&B, Flamenco to country, Reese’s on-site dj mixed and mashed various styles of music while dancers pulled attendees onto their feet to participate. The brand also helped break language barriers by communicating in both English and Spanish.
As a result of this attention-grabbing campaign strategy, 88 percent of consumers who interacted with the brand over the 18-day period took a sample, resulting in 141,852 samples distributed, 3,035 mashups created, 160,822 consumers interacting with the brand and 455,800 impressions generated.