Propaganda Boosts energy drink brand through online game
Propaganda Boosts energy drink brand throughEnergy drink supplier Boost Drinks launched a new game last week to coincide with the Glastonbury festival, at which it was the official energy drink brand.
The game, ‘Boost the Band’ created by Propaganda features a band that needs a boost to keep them going throughout their set. Players must keep them awake by helping them drink Boost.
Propaganda has seeded the game in many web forums and has used social networks including Twitter to drive people to the Boost game by directing them to the Boost website where they can play and be in with a chance to climb to the top of the leader board and win a case of product.
The Propaganda team has worked with Boost since 2008 to develop a strategic marketing plan that has focused on trade activity including point of sale material, brand literature and PR.
The agency is now currently working on developing a consumer creative strategy to push the interaction between Boost and its growing consumer audience.
Simon Gray, managing director at Boost, commented: " The game is a fresh and innovative way of approaching new customers and a way of interacting directly with consumers. The energy drinks sector is continually growing in popularity and music festivals are a key opportunity to reach loyal consumers and those who would not usually choose energy drink products. Glastonbury was a great opportunity to raise awareness of the Boost brand as we move deeper into the consumer arena."
Mike Philipson, director of Propaganda explained: "The relationship Boost has developed with the Glastonbury Festival is fantastic. 'Boost the band' has been created to introduce new consumers to the brand and to engage existing customers in a fun and original way. Boost has grown in both trade and consumer markets and we look forward to seeing significant sales uplift from the 'summer of 49' 49p price-marked promotion that has just gone live."
New to The Drum
You will be sent a verification email. Click on the link in the email to post your comment.
Comments
Yes, another game, that's it. There are not enough of them out there. They'll be queuing up to play it for hours. Interacting with the brand in a fresh, innovative and fun way. Nurse! Stop putting nails in my legs!!
The problem is that the game doesn't work, the Boost website looks like the client's built it themselves and Glastonbury's been and gone nearly a week ago.
Apart from that, it's another cracker from Propaganda.
All this slagging off is getting boring now.
All this slagging off is getting boring now.
Here's another Glasto game, but with a slightly different aim...
http://www.mousebreaker.com/games/festivalbottler/playgame
'Slagging' is how creatives express themselves. It's transformed the Drum website from something you'd visit every now and then, to a daily essential. Besides, when there's good work, you'll see positive comments. You shouldn't PR your work if you're not prepared to take some flack. Unfortunately, it seems that much of the region's advertising is still some way off the pace. Maybe it's the recession.
Fair comment - But it always seems to be directed at one agency. Is that fair? I think not.
No, it's not fair. But that's probably ex-employees or people taking a cheap dig at their rivals. Personally, I've heard of Propaganda but know nothing about them. I just think that yet another 'fun' online game is a bit old hat now and getting very formulaic. I also doubt that anyone plays them. Or if they do, they'll play it for 30 secs and never again. I'm criticising the solution, not the craft.
Client will play it, if their IT department lets them.
I agree with the post about good work getting credit. I've seen praise for work on here. And I also agree this function has transformed The Drum site. So if Propaganda want to keep punting mediocre work up here it'll keep getting shot to pieces.
Debating, continue.
"fresh and innovative"!!!?
guess it depends on what you're used to
Anon 14.09 - Think the first comment went over your head.
Being an ex-Propaganda employee I do enjoy sitting down with a large bag of popcorn to read the latest comments on The Drum. You are absolutely correct - their bold nature has resulted in getting people talking.
So whilst it's a bit negative from time to time it sure beats 'Be 1st to comment' dunnit :-)
Crunch.
Bold nature? To create an online game? Maybe if you work in Barnsley and have just got t'internet connected.
Write Your Comment