HI-CHEW

Getting the chance to reveal a mascot is a rare opportunity. When Japanese candy, Hi-Chew, came to us wanting to not only build out their social platform but release their new mascot, we of-course jumped at the opportunity.

Enter: Chewbie.

OUr team at Multiply worked a multi-step introduction

process for bringing chewbie into the world. Partnering with creative agency, gigasavvy, we created three phases.

Phase 1: Social Teasers

Phase 2: The Reveal

This was a two-fold activation with a video press release introducting the new, chaotically lovable mascot Chewbie across all platforms. simultaneously, the

hi-chew site saw a makeover with a new "meet chewbie" webpage.

Phase 3: Immersion

Now that chewbie was out in the world, it was time to make him truly part of the Hi-Chew brand and culture. he made his debut with a guest appearance on jimmy kimmel live in time for halloween, and a billboard release in times square.

Speaking of halloween, the chewbie nightwatch event was a nightlong livestream of survaillance footage of the hi-chew coporate office (reminiscent of a certain mascot-centric horror video game). Fans tuned in to work the night-shift and see if they could catch Chewbie who was loose and causing mayhem. Viewers who caught a screenshot were submitted into a prize giveaway.