Halloween is supposed to inspire fear—but not among the candy-makers who supply the treats.
With the nation still in the midst of a pandemic, Mars Wrigley plans to take one of the season’s most beloved traditions online this year. Today, the company behind M&M’s, Snickers and Skittles unveiled an app called Treat Town, which lets users across the country virtually trick or treat with each other throughout October.
After downloading the app to iOS or Android devices, users can select their Halloween-themed avatar, such as a vampire or monster, and design a custom door using cobwebs, caution tape and jack-o’-lanterns before setting out to knock on other doors. Handing out treats on the platform equates to receiving credit that participants can exchange for Mars Wrigley items at select retailers, either online or in-store.
“We’re trying to simulate trick-or-treating as much as possible and tap into some of the fun rituals,” said Chris Brody, brand content and communications architect at Mars. “So choosing your monster avatar is kind of like choosing your costume in real life. The candy credits we put into virtual fun-size form, so it looks like a Skittles fun size or an M&M’s fun-size pack that you will collect and track in your inventory just as you would trick-or-treating throughout the night.”
Special venues, such as Disney’s Haunted Mansion and M&M’S World in New York’s Times Square, will also appear within the app’s universe.