Chupa Chups’ Ouija board trick is a treat

The lollipop is often used as a substitute for smoking, though it’s difficult to imagine Sigmund Freud or Sherlock Holmes sucking on a lolly. Something about the hard candy just can’t be taken seriously. Maybe that’s why Chupa Chups prides itself on taking life less seriously with trivial ads, silly puppet characters, and flashy animations.

In pursuit of perfecting the brand’s pedantic paradigm, the brand has created the ChupaChups Chuckboard, an interactive social media game that delivers ludicrous answers to questions in an amusing ouija board fashion.

Following the game for iPhone, Give a Damn, this part search engine, part social media, part maddening pandering to internet youth culture innovatively renders a favourite childhood vestige in a digital context.  Albeit littered with LOLs, LMAOs and a shtick narrator, this execution utilises the social media platform and its medium cleverly.

By speaking a question and placing a finger on the monitor, the digital Chuckboard operates as the traditional board always intended to; a fantastic premise for marketing nostalgia. Though, instead of delivering answers motivated by your mates’ fingertips it uses the magical worldwide web. The programme even uses a cheeky algorithm to deliver responses that follow suit with Chupa Chups’ brand positioning.

Lowbrow, undignified, and improper are all words Chupa Chups clearly embraces. Even though you won’t find any fine modern gentleman or scholars playing with the Chuckboard, you’re not likely to see them turning in their beloved pipes for lollipops either.

Find the video and a link for Chupa Chup's facebook to download your own Chuck Board here.