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Brief
For the launch of its new on-pack magnet promotion, innocent came to digital agency Public (www.publicreative.com) with the challenge of bringing the campaign to life digitally. The main objective was to create an engaging and compelling online experience that kids would love.
innocent’s latest magnets campaign consists of placing three free magnets in each multipack. There is a magnet for every letter of the alphabet and each has a particular meaning associated to it (e.g. a = apple, p= pirate). Public’s brief was to build a fun online environment for kids, that integrated the magnets and innocent characters, as well as providing an area for parents that focused on the health benefits of kids smoothies as well as information on the safety of the site.
Strategy
The overall campaign was thought out to offer a complete consumer journey. The website is supported by online & TV advertising, friend invitations and word-of-mouth. Once on the site, children accumulate points by playing six highly entertaining games but also boost those points by collecting the magnets and secret codes.
The primary audience of kids are likely to be familiar with online games, as well as consoles, so will have high expectations, and the site needed to engage from the first click. The secondary audience is mums keen to understand more about the drinks, so this also had to be catered for.
Execution
Public designed the site to revolve around the magnets as well as the innocent gang, which needed to take a pivotal role in the creative.
The online magnets collection works to create a digital version of the physical magnets; kids can enter the relevant code for each magnet, ‘unlocking’ them and instantly earning points. This was a simple idea that instantly rewards kids for collecting magnets, thus increasing their appeal.
Public created a game for each of the innocent characters, ensuring that kids could engage with them and learn about their different personalities, and making them instantly recognisable on a supermarket shelf. The six Flash-animated games are reminiscent of 50’s and 60’s cartoons, with a game for each member of the innocent gang - the Chef, the Dude, Specs, Ed, Nature Girl and Bounce. Each character’s exiting attributes were drawn on to create the games, for example Ed loves to travel, and therefore his game features a magical flying magnet ride through the pyramids of Egypt.
The website is a stage for the gang to come to life, with clever animations using Flash, the characters support the content and bring playfulness to the experience.
The site is built around three main areas:
- Home – kids can see exactly what the site is all about, and understand easily how to play the games, how to boost their points score and how to register.
- Games – this section showcases the games on a big dashboard with leader boards either side. Kids can view high scores for the top 10 players/teams, as well as their own score.
- My Magnets Collection – here children are able to register their collection of magnets and secret pack-codes, which feed into the point multiplier, which Public have created.
The other sections of the site are:
- Swap Magnets – to enable kids to swap any duplicate magnet they may have, there is a swap shop where users can fill out a PDF to send back innocent with the magnets they’d like to exchange.
- Prizes – this page displays the weekly prizes for both individuals and teams. It shows last week’s winners and a countdown to the next competition deadline. Competitions are weekly, as are the prize draws, for prizes including scooters and super-soakers. The competitions are based on single player high-scores, and team scores, where kids can invite friends to form a team and amass points as a collective.
- Boring Stuff for Adults – in this section parents can find information on the health benefits of the innocent kids smoothies, as well as information on the safety of the site.
- The site also includes the generic competition rules and T&Cs.
Results
The site has only been live a few weeks.
Results will be uploaded shortly
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