Remember the classic Hershey’s “Holiday Bells” ad? The simple, sweet jingle, the Kisses ringing like tiny bells, a holiday staple since 1989. It’s the kind of commercial that instantly conjures up warm, fuzzy feelings. But what if those bells could ring on your phone, or better yet, right in front of you in a giant, captivating display? Hershey decided to take that beloved slice of nostalgia and completely reimagine it, not just for the screen, but for a whole new level of interaction.
This wasn’t just about updating the visuals. It was a deep dive into experiential marketing, blending the digital and physical worlds to create something truly memorable. The snack company pulled off a rather clever trick: modernizing its old favorite by bringing it to life in a tangible way at Rockefeller Center and across a range of digital touchpoints.
How Hershey Remade Its Iconic Holiday Ad as an Interactive Experience
The core idea for Hershey was simple: take a well-loved creative piece and inject it with modern tech. The 1989 “Holiday Bells” commercial relied on charm and repetition. The new version asked, “What if people could *play* with the bells?” This shift from passive viewing to active participation changes the game for brand engagement. It moves beyond just showing a product to letting consumers become part of the story.
The Magic Behind the Modernization: Why This Remix Resonates
People connect with stories, especially those tied to shared memories. Hershey’s move tapped directly into that emotional reservoir. By updating something familiar, they invited a new generation to experience the ad, while giving older fans a fresh, fun way to revisit it. This dual appeal is a potent mix.
Think about it: the original ad was a 30-second broadcast moment. The interactive version becomes a personal adventure, a story told differently each time someone engages with it. This creates a much stronger bond, turning a fleeting impression into a lasting memory. The brand isn’t just selling chocolate; it’s selling an experience.
“Bringing a legacy ad to life through interactive tech bridges the gap between past comfort and future possibilities, creating a unique emotional hook.”
Deconstructing the Interactive Elements: A Technical Deep Dive
This wasn’t a simple facelift. Hershey’s strategy involved a multi-platform technical build, ensuring a cohesive experience whether you were in New York City or scrolling through your feed.
Here’s how they pulled it off:
Rockefeller Center: The Physical Hub
At Rockefeller Center, the activation was a blend of large-scale projection mapping and bespoke software.
- Projection Mapping: High-lumen projectors cast the iconic Hershey’s Kisses onto building facades or custom-built structures. This wasn’t just a loop; the projection system integrated real-time data.
- Motion Sensors & Interactive Panels: Visitors could ‘play’ the bells by stepping on pressure-sensitive floor panels or waving their hands in front of motion-sensing cameras (using technologies like Intel RealSense or Microsoft Kinect for depth sensing).
- Synchronized Audio: Proprietary sound design software ensured the familiar bell sounds were perfectly synchronized with the visual projections, reacting instantly to user input. Low-latency audio engines were crucial here to prevent disconnect.
- QR Code Integration: Displays had dynamic QR codes. Scanning them would link directly to the digital experience, creating a smooth path from the physical installation to online engagement.
Digital Platforms: Extending the Reach
The digital side was designed for broad accessibility, leveraging mobile and social channels.
- Web-Based AR Experience: This wasn’t a separate app download. Users accessed an Augmented Reality (AR) filter directly through a web browser (WebAR, powered by libraries like 8th Wall or A-Frame). They could point their phone at a Hershey’s Kiss (or a printed marker) and see it “ring” in AR, complete with animated bells and sounds.
- Social Media Filters: Custom AR filters for platforms like Instagram and Snapchat allowed users to overlay animated Kisses bells onto their selfies or environments. These filters often used facial recognition APIs for playful interactions (e.g., Kisses ringing when you smile).
- Gamified Elements: A simple online game challenged users to tap falling Kisses in time with the jingle. This leveraged basic JavaScript frameworks and HTML5 canvas rendering for a low-barrier-to-entry game.
- User-Generated Content (UGC) Integration: The digital platforms encouraged sharing. Hashtags linked to galleries where users could see others’ creations, creating a community around the experience.
This table helps illustrate the technical evolution:
| Feature | 1989 “Holiday Bells” Ad | Interactive Remake (2023) |
|---|---|---|
| Primary Medium | Broadcast Television | Experiential (Physical/Digital) |
| Viewer Role | Passive Observer | Active Participant |
| Technology | Analog Broadcast, Film/Tape | Projection Mapping, WebAR, Motion Sensors, Real-time Audio Sync, Gamification Engines |
| Distribution | Linear TV Schedules | Physical Location, Web Browsers, Social Media Apps |
| Engagement Metric | Ratings, Recall | Interactions, Shares, Time Spent, UGC Volume |
Lessons from the Bell Tower: Applying Interaction Beyond Chocolate
What can other brands learn from Hershey’s successful revamp? It’s not just about spending big; it’s about smart integration and understanding your audience.
* Leverage Legacy: Don’t toss out what works. Find new ways to present beloved brand assets.
* Tech as an Enabler, Not the Star: The technology serves the story and experience, not the other way around. Hershey used AR and projection mapping to enhance the “bells” idea, not replace it.
* Seamless Cross-Platform Flow: The move from physical to digital should feel natural. QR codes are a simple, yet powerful bridge.
* Encourage Creation: When users can make their own content (UGC) around your brand, they become advocates. The social media filters are a great example of this.
* Data-Driven Refinement: Interactive experiences generate valuable data on how people engage. This allows for quick iteration and improvements.
The Future of Festive Storytelling: What’s Next?
This kind of blended physical and digital experience is only getting more sophisticated. We might soon see deeper personalization, where the interactive elements react not just to your presence, but to your specific preferences gleaned from previous interactions. Imagine the Rockefeller Center display recognizing your loyalty app and playing a specific jingle you’ve previously favorited.
The line between ads and entertainment will blur even more. Brands won’t just tell stories; they’ll create worlds for you to step into, filled with your own choices and contributions. This evolution pushes marketing into a space where fun and connection drive sales, rather than just catchy slogans. It’s about building enduring relationships, one interactive bell chime at a time.
This modern twist on a holiday classic shows the power of blending nostalgia with tech. Hershey didn’t just play the old jingle; they invited everyone to conduct the orchestra.
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