Marketing Currents - Business and Marketing Current Events

Reese’s launches fantasy university for Peanut Butter Cup lovers


The Hershey Company has found a new way to interact with its Reese’s Peanut Butter Cup fan base.

The American chocolate company’s marketing team has begun an interactive online campaign for a fictional Reese’s University, which has a branded website, Instagram page and a TikTok page that appears to be a work in progress.

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Discussion Questions:

  1. What is digital marketing?
  2. What are the advantages to digital marketing when compared to traditional advertising platforms?
  3. What are the disadvantages?
  4. Based on information from this story, describe this digital marketing campaign from Reese’s.
  5. Why do you think Reese’s turned to an online campaign for the launch of “Reese’s University”?
  6. What is a target market?
  7. Who do you think Reese’s might be targeting with this campaign?
  8. How has Reese’s integrated social media with this campaign?
  9. Why do you think social media is an important component of this marketing initiative from Reese’s?
  10. What is consumer engagement?
  11. How might this campaign boost levels of consumer engagement for Reese’s?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.