Perfetti Van Melle’s Fruittella has launched a new interactive audio campaign called “Halloween Hotel” on Amazon Alexa, which aims to prepare families for the spookiest event of the season.

“Halloween Hotel” is an Alexa skill game that will provide a daily countdown of content, running up to October 31. Each day, Fruittella fans will be invited back to the Hotel to open a new door, revealing tricks, spooky stories, interactive games, jokes and special prizes - all accessible via voice. And to help them remember to check-in, families can turn on notifications to get a reminder from Alexa to “check behind the next hotel door”.

The game will be amplified via video and display ads that will run across Amazon’s DSP, Amazon Music and Fire TV throughout September and October. In addition, Fruittella will become the first UK brand to trial a new influencer-focused partnership with Amazon. It will include a stream of influencer content across Amazon platforms to drive Amazon store visits and sales.

Perfetti Van Melle says Halloween is the most important event of the year for Fruittella, with the majority of its brand activity centring around the big day.

Lauren Potter, brand manager for Fruittella, said: “Our Fruittella “Halloween Hotel” campaign will help families across the country to celebrate the spooky season the way it was supposed to be enjoyed - plenty of scares, laughs, and of course, treats!