The Juiceburst brand has launched its first experiential campaign, which aims to support the launch of its new augmented reality game, ‘Juice Wars’.
The campaign is its second tie-up with Blippar, and allows customers to purchase any bottle from the Core, Skinny or Schools range, download Blippar and ‘Blip’ the botte to join the multi-level game.
‘Juice Wars’ will engage with 16-24 year olds, and encourages players to pit themselves against each other, by bursting fruit in order to win prizes. A microsite has also been created to drive repeat interest and sharing on social. The microsite or command base centre, will offer a base for tips and tricks, achievement records and mission briefings. Gamers will also be able to set up their own squad (inviting up to 30 friends) to go after bigger squad prizes; immersing themselves in a truly shareable experience.
The integrated campaign will kick start with a series of digital ads and be supported by four key influencers, helping to boost its Twitter, Instagram, Facebook and Snapchat presence. The experiential campaign will then roll out to high footfall universities and commuters at key London stations.
WH Smith will be supporting the campaign with a £1-off redeemable coupon to help drive footfall and ROS instore. ‘Have you got the bottle’ campaign posters will also be displayed in the windows at key train stations across the UK.
The campaign will also be supported through social media, PR and In-Store POS. Prizes include vouchers for JD Sports, Zero Gravity Speakers, Go Pro cameras and cinema tickets.