Reece’s Its Lava Time!
Celebrating Reece’s New Product with Super Bowl Fans
To celebrate the release of Reese’s all new Chocolate Lava Big Cup, Reece’s invited Super Bowl fans to come and try out their new treat.
The only rule - shout “ITS LAVA TIME, BABY”
Voice Activated Smart Vending
As part of Reese’s Big Game campaign, our smart vending technology powered a voice-activated experience at Riverwalk Outlets in New Orleans.
Fans were invited to shout the now-iconic phrase “It’s lava time, baby!” , triggering the machine to dispense a free Reese’s Chocolate Lava Big Cup. This high-energy activation brought the campaign’s humour to life, blending real-world engagement with product sampling in a memorable way.
Results:
3 live days
+2k Shouts
+2k Samples
Engagement and Impact
The activation generated strong engagement by transforming a simple product giveaway into an entertaining, memorable experience. By inviting customers to shout the catchphrase, the vending machine encouraged spontaneous fun and social participation, sparking laughter, curiosity, and crowds throughout the day.
The interactive element not only boosted foot traffic and on-site excitement but also reinforced Reese’s bold brand personality. This playful approach turned product sampling into a shareable moment, drawing in passersby and creating a buzz that extended beyond the venue.
Insights
This activation was part of a broader Reese’s strategy to make the product the star, avoiding standard product testers in favour of bold, fan-driven storytelling.
By integrating our smart vending machine into an interactive, voice-activated experience, the brand encouraged spontaneous play and participation, turning sampling into a shared moment of delight. It complemented Reese’s wider “surround sound” campaign approach, which spanned podcasts, digital media, and on-the-ground experiences to create buzz before, during, and after the Big Game. The activation exemplified how consistent, immersive brand moments can drive real emotional engagement and lasting impact.
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