campaignnews
Rockinginteractionstars
Inthebuild-uptoChristmas,
WaltDisneyStudiosHome
EntertainmentandPlay.com
launcheda‘freegiftwith
purchase’offertopromotethe
releaseonDVDofthelatest
DisneyChannelhit‘Camp
Rock’.
Thepromotion,which
Viraladdsfruitysparkle wasdevisedandexecuted
Amsterdam-basedadagency bymarketingagency
PinkandPoodleisusinga Haygarth,offersafree
littleseductiontoaddsparkle giftwithpurchaseofa
toanewviralcampaignfor CampRockdoorstar
Jillz,asparklingfruitycider whichconsumerscan
RockStarspromotionmeets
drinkfromHeineken,created personalisewiththeir
objectivesofdrivingmore
especiallyforfemaletastes. own‘rockstar’name.
interactionwiththebrand,
Featuringagroupof CampRock,follows
drivinginnovationonlineand
seductivebarmen,the onfromthehitsuccesses
addingvaluetotheconsumer
campaigndoesn’tdepictmen ofHannahMontanaand
experiencesothatthepurchase
inasexistwaybutplaysto HighSchoolMusical.
ofaDVDbecomesalotmore
researchwhichindicatesthat Thecampaignis
thanjustasimpletransaction,
mostwomenenjoygetting designedtopromotethe
butafunandengaging
compliments,especiallywhen DisneyDVDreleaseof
experience.”
givenbyattractivemen–the CampRockanddrive
viralofferswomenafun salesonPlay.com
Crowdsviewopticalillusion
choicebetweenfour Thepromotion
Holographiccommunications
appealingmalearchetypes: targeted‘tweens’(seven
agency,activ8-3D,hasunveiled
theHunter,theTrickster,the to15-year-olds)andalso
revolutionarynewtechnology,
CasanovaandtheJoker. thegiftmarket
the3D-Holocube,whichcreates
Theobjectiveofthe –targetingparents.
striking3Dvideohologramsin
introductioncampaignisto Thepersonalisedgift
secondsatthetouchofabutton.
maximisevisitstobarsthat withpurchase–exclusive
Thetechnologybehindthe
serveJillzandanonlineviral toPlay.com–wasbeing
3D-Holocubeintegratesamini
invitationtoolcalled promotedonPlay.com
holographicsystemwith3D
Datemaker,whichis andinLondonLitepress
videoholograms.So,ratherthan
embeddedintheJillz advertising.CampRock
watchingaconventionalvideo
website,www.jillz.nl DVDpurchaserswere
Datemakerallowssite sentauniquecode
visitorstoletadream-team allowingthemtologonto
ofattractivebarmenseduce orwon’tbecomingtothedate. adedicatedmicrositeto
theirfriend(s)viaapersonalised Thereisalsoamobile orderapersonalisedCampRock
e-videoinwhichthemen interfacethroughwhichfriends DoorStar.
pronouncethefriend’sname cansendthemselvesoreach Thesitealsoallowedthe
(thedatabasecontains1,900 otherpersonalised‘complimentz’ consumertocheckoutCamp
femalenamesand1,500male –eitherbysubscribingtothe RockcontentandotherDisney
names).Thepurposeofthe SMScomplimentzserviceand Channeltitles.
tongue-in-cheekoverturesisto receivingacomplimentadayfor GboneAdjene,senior
invitefriendsfordrinksina fivedays,orbydownloadinga customermarketingmanager,
(Jillz)bar.Datemakeralsoallows personalisedaudiocompliment WaltDisneyStudiosHome
userstokeeptrackofwhowill toamobilephone. Entertainment,said:“TheCamp
16 January/February2009 www.dmi-news.com
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