Haribo experiences get set to bounce into life
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Haribo, the UK’s leading sweet brand, has launched Haribo Hide N Seekers, an exciting and interactive outdoor activation that will bring people of all ages together to celebrate classic family fun.
The activity, created by brand experience agency Sense, forms the latest instalment in the sweet company’s multi-million-pound campaign designed to inspire even more moments of childlike happiness. This represents a new and exciting way for consumers to experience fun and play with the brand.
Built around a giant inflatable arena, Haribo Hide N Seekers will tour the country, visiting Heaton Park in Manchester from 5th–7th August, Cannon Hill in Birmingham from 12th-14th of August and Battersea Park in London from 19th-21st August, with thousands of free tickets available through Eventbrite.
During each event, participants will become ‘hiders’ that must make their way back to the Goldbear base without being caught by the super, sneaky ‘seekers’.
This brand-new open air game format takes the best bits from playground games we all know and love, with enormous inflatable Haribo pieces, packs and iconic treats providing the perfect places to hide in, under or behind.
Extending the experience, and adding further excitement, playful training sessions will take place ahead of each event. Afterwards, winners will be ‘crowned’, and each will take their place on a specially designed podium before everyone receives a goody bag and treats.
For those that can’t join in the fun at the locations or dates planned, outtakes, bloopers and sizzle reel footage will be posted across the brand’s social media channels to share the excitement with fans.
Head of Marketing at Haribo, Phil Murphy, comments: “Haribo is all about childlike happiness and always has been. We are excited to keep finding new and exciting ways to bring this to life for our consumers. This activity is the perfect addition to the campaign work we already do.
“The Haribo Hide N Seekers arena will attract people of all ages and bring childlike happiness to life!
“Friends and families that are looking for a fun-filled activity that they can enjoy for free should book their tickets online. It’s a great excuse to get outdoors and to play a classic family game but with a Haribo twist.
“As well as our giant inflatable arena, participants will also have access to our pick ‘n’ mix tent. After all, no Haribo activity would be complete without a selection of our tasty treats to try, share and enjoy!”
Sally McLaren, Managing Director at global brand experience agency Sense, commented: “With the demand for in-person experiences stronger than ever we have relished the opportunity to create this summer’s must-do free family event for Haribo. This experience forms the first of an integrated annual campaign to firmly establish Haribo as the perfect summertime treat.”
Haribo Hide N Seekers is the first instalment of the Haribo Happy Games activation, which will become an annual experiential programme.
Expected to attract thousands of people, the activation will be supported by PR amplification, influencer engagement and social media content.
