5 Below Golden Ticket Hunt Sends Customers Filming
The Golden Ticket Squishy Dumpling works because 5 Below turned scarcity into content before customers even found the prize.
5 Below dropped a Golden Ticket Squishy Dumpling promotion this weekend, hiding rare items in stores and turning weekend shopping into a scavenger hunt. Customers are filming themselves searching shelves, unboxing finds, and posting reveal videos when they locate the prize. The mechanic is pure Willy Wonka — scarcity, physical hunt, bragging rights — adapted for the discount retailer format.
The content writing itself: shoppers filming empty shelves with captions like "still looking," then the triumphant find with close-up shots of the golden-tagged dumpling. The hunt drives foot traffic and generates organic posts without the brand needing to brief a single creator. The promotion runs through the weekend, and feeds are filling with search documentation and victory laps.
The hunt drives foot traffic and generates organic posts without the brand needing to brief a single creator.
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One editorial. Three minutes. The cultural move, and the Curreo move it suggests.