To maximise the campaign’s viral reach, the “High Dive” game and e-card can be played/sent separately from the new Vimto website, and refreshed and passed on once received. They create the first circuit of digital touchpoints for Vimto’s new Seriously Mixed Up Fruit campaign; both exist on the new website, the game includes the e-card, and the e-card links back to the site.
The creative concept of the e-card has been masterminded by driven, Vimto’s creative agency, and is based on an award-winning technological innovation by Matmi in 2007. Matmi’s own-branded “Ho Ho Ho Yellow Snow” g-card (a combined game and e-card) delivered the highest trafficking viral of the year (4 million plays in 4 days), won the Best In-house Campaign or Website category of the 2008 DADI Awards, and delivered a second consecutive worldwide Christmas No.1 advergame for Matmi.
Emma Hunt, senior brand manager at Vimto, has been looking forward to letting the “High Dive” game and e-card loose. “These highly creative digital elements mark the next stage in the Vimto brand’s £5 million marketing push this year. We’ve used viral marketing before, but the simultaneous release of two separate viral elements is a first for us, so it’ll be interesting to compare results. The novelty factor of the e-card and the challenges of the “High Dive” game make for some really sticky content to drive up site traffic and return rates too.”
Richard Barrow, Account Director at Matmi, explains the role of the ‘circuit’ in Vimto’s digital campaign: “Our digital strategy for Vimto’s rebrand is to create a whole which is greater than the sum of its parts. Starting with the website and a UGC monthly competition on 1st June, the new advergame and message viral are designed to create additional reach and buzz in the teenage target audience, and there are more related digital releases to follow shortly. As the campaign gathers momentum, we’re aiming for millions of plays and visits.”
About the game
In the “High Dive” game, players select the height of the dive, the receptacle (swimming pool, bath or Vimto can) from nine increasingly challenging levels, and literally push the Seriously Mixed Up Fruit characters off the diving board to meet the most mighty mushing into Vimto on impact. The fall mimics the introduction to the new UK website where the fruit characters deliberately dive from a plane without parachutes to be mushed on landing. During the high dive in the game, players have to pop bubbles and dive through cut-outs in the right formation to pick up maximum points. A worldwide high score table enables players to record their scores and compete with friends and family. Players can also send the e-card from within the game.
About the e-card
The e-card enables recipients, players of “High Dive” and visitors to the Vimto website (vimto.co.uk) to send a personalised message to friends and family featuring the talking Seriously Mixed Up Fruit characters. Recipients of the e-card are notified by email and view their message in a browser where they have the option to send a message and/or visit the Vimto website. The circuit of website, game and e-card is designed to produce a “virtuous circle” effect on the resulting traffic.
Since 2001, Matmi (matmi.com) has pushed the boundaries to encourage brands to engage directly with consumers online. Its interactive branded entertainment has worked magic for the likes of ASDA, Comic Relief, Cancer Research, Football Superstars, EMI (Lily Allen, Iron Maiden), ITV and Universal Music.
Matmi’s work has won recognition from the BIMAs, the Chip Shop Awards, DADI Awards, Green Awards, Eurobest and the Golden Awards of Montreux amongst others. MD and founder, Jeff Coghlan, has even been described as “one of the world’s leading digital minds”. See for yourself - experience our website.