Client Name: Natrel
Services: Animation, Application Development, Online Promotions
Launch Date: 2007-08-15
Trapeze came up with a contest idea that brought in one of the key features of Natrel's Hershey® and Oh Henry® Milkshakes: The drink has to be shaken before being opened and consumed. This 'shake' concept was incorporated throughout the creative, and we built a game where players collected 'shakes' by referring friends and entering unique PINs online.
Once shakes were collected, players clicked the 'shake' button to find out if they were instant winners. Winners were signified by animation of a shaking milk bottle that exploded towards the screen. The contest draw was held daily, at randomly selected times, with a winner every day for 31 days. The game was aimed at teenage boys, focused on generating familiarity with the product, and having them share awareness with their peers.
Trapeze also designed the supporting in-store POP and online media banners for the campaign. Our proprietary bango! platform was used to support all aspects of the contest (PIN generation and validate on, user registration, winner selection and notification, and analytics).