FRijj (Dairy Crest) was launched in 1993 and has remained the UK’s number one flavoured milk drink for the last 12 years.
In order to build upon the success of FRijj’s sponsorship of Sky’s Soccer AM, Dairy Crest approached Syzygy and Grey Advertising with a brief for an on-pack promotion using mobile and social media, targeted at 16-24 year old men.
Gaining cut-through with a football-related promotion prior to the World Cup required something new and very different. The instant-win promotion had to break new ground in the category.
The creative concept - The Swamp Soccerettes, No.1 Swamp Soccer Cheer-Leading Team in the World! - was born.
Consumers were invited to text an on-pack MMS code in return for a unique URL driving them to personalised Website message from Nadia (captain of The Swamp Soccerettes) as well as a link to the FRijj mobile site where they could access exclusive content for their mobile phone.
Using new ‘bottle-recognition’ technology, purchasers could hold their bottle up to a Webcam to unlock an augmented reality video feature, with each flavour unlocking a different Swamp Soccerette, who climbs out of the bottle and danced with Poms Poms on the purchaser’s desktop.
Together with £40k worth of ‘instant win’ prize incentives, the campaign site also invited consumers to create their own Swamp Soccer team, to be entered into a prize draw for a chance to play at the real 2010 Swamp Soccer World Cup.
This mechanic had to be simple and entertaining. By allowing entrants to invite their Facebook friends to become part of the team from within the campaign site (via Facebook Connect), more and more content was unlocked, including interviews with the Soccerettes, their bios and training regime.
To complement the social media activity and ensure sufficient hype around the Swamp Soccer World Cup, Facebook fan pages for all six Soccerettes were created, allowing fans to receive updates from the girls, engage with additional videos and content and win more instant giveaways.
Syzygy’s campaign incorporating social media (Facebook, YouTube and Twitter), Augmented Reality and mobile drove over 90,000 competition entries and four million incremental bottle sales.
Consumers collected FRijj bottles to release the different Soccerette Cheerleaders trapped inside.
The campaign was amplified using social platforms, with Facebook pages for each of the Cheerleaders and personal video updates on YouTube.
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