Hershey's Take 5 Bar Online, and Conspicuously Offline

Hershey Company will launch a “360-degree” marketing campaign developed by Arnold Worldwide in New York for its Take 5 candy bar. The campaign includes a microsite Thegreatestcandybarever where you can play an arcady “Crane Game” where you have to pick up five Take 5 bars and other goodies before your opponent, one of two dudes skilled in the bowling alley coin-op favorite.

Online banners will run on ESPN.com, GameSpot.com and Tickle.com through July.

Hershey will also hold a nationwide film contest where chocolate lovers, amateur and aspiring filmmakers can submit their own :60 commercial for a chance to win $10,000. The headscratcher moment comes when you realize that entries for the film contest must be mailed. Hershey spent money developing a rich media site with live actors, an interactive game, the :15 TV spots and other elements, but it doesn’t trust filmmakers to have the proper tools to submit video via the site. A spokesperson for Hershey said, “In case people didn’t have access to uploading or downloading online. It’s strictly via snail mail.”

Take 5 also gets the buzz treatment, Hershey enlisted BzzAgent, to gather evangelists for the tasty treat. Arnold is a member of BzzAgent’s agency partner program.