HARIBO, together with creative agency FENO, has launched an innovative competition under the hashtag #GDZIEZHARIBO, combining consumer creativity with the capabilities of artificial intelligence. The competition asks: "Where would you like to take a bag of HARIBO with you?", encouraging participants to share original descriptions that will be transformed into unique illustrations thanks to AI technology.
Competition Mechanics
How does the competition work?
Through a dedicated competition page, participants can submit their concepts of places where they would like to enjoy HARIBO sweets. These descriptions are then processed by an AI-based graphic generator, which creates illustrations from a first-person perspective, ensuring a consistent visual style and a unique experience.
The communication strategy for the competition in social media, including platforms such as Facebook and Instagram, is handled by the renowned media agency Mindshare Polska. It ensures that information about the competition reaches the widest possible audience.
Prizes and AI Graphics
Prizes and AI Graphics
The competition involves generating 45 graphics by artificial intelligence – 15 per week, with the 3 best selected daily and awarded. Winners will be informed of the selection of their descriptions on the next business day. The prizes are daily boxes with HARIBO gummies and gadgets, and the author of the best weekly photo will receive the final prize – a projector and screen.
Paweł Goliasz, Junior Brand Manager at HARIBO, emphasises that cooperation with agency FENO and the use of artificial intelligence is a step forward not only in creative terms. It is also about following current trends and adapting them to the brand's needs in order to strengthen relations with consumers through innovative experiences.
The #GDZIEZHARIBO competition started on 5 February and will run until 25 February 2024, giving participants three weeks to demonstrate their creativity and the chance to win attractive prizes.
Link to the competition page: GDZIEZHARIBO
HARIBO launches AI competition – prizes and mechanics
Concepts from the article
AI — Artificial Intelligence / artificial intelligence. A set of methods and systems performing tasks usually requiring human reasoning, learning, perception or content generation. In HEXX AI CMS it covers language models, document analysis and automations.
Why it matters: It takes over repetitive tasks — transcriptions, descriptions, translations, selection — and shortens the path from idea to publication. In an editorial office it means more time for work that a machine cannot do: evaluation, contacts, decisions.
When to use it: For generating and editing content, document analysis, transcription, translation and automating the flow of materials.
What happens if you skip it: Without AI, the team manually performs mass work (photo descriptions, language versions, summaries), and the competition publishes faster and cheaper.
Summary
HARIBO has bet on AI in communication with consumers: the #GDZIEZHARIBO competition combines fan descriptions with illustration generation, and the 3 best works are rewarded daily. In total, AI will create 45 graphics, and the weekly winner will get a projector. Social media activities are handled by Mindshare Polska. This is an example of the growing trend of using generative AI in marketing campaigns – not only for content production, but also for building engagement around the brand.
