Capri Sun wants kids to get outdoors and have fun - after they've visited its website.
The drink maker's first promotion of the year is rolling out in phases, with Monday kicking off the campaign with the launch of CapriSun.com/Kids. Specially marked packages of the fruit drink began shipping earlier in the month, so that they'd be on store shelves in time to lead kids to the website.
Kids - or their parents - are invited to go to the website and enter the code from a pouch of the fruit drink in order to have a chance at an instant win of prizes. Three exotic vacations, to the Great Barrier Reef, the Hawaiian Islands, or Africa for a safari, provide the thematic elements for the website, digital marketing, and supporting TV spots; other prizes include loot like digital cameras and walkie talkies.
They can then play "Globe Rush," an online game featuring the three exotic locations. Players try to avoid obstacles and grab power items while collecting fruit and Capri Sun pouches to increase their scores.
TV advertising created and produced by Saatchi & Saatchi is scheduled to go live at the beginning of April; scripts and the media buy are still being finalized, said Matt Smith, senior associate brand manager for Capri Sun. The product promotion is being handled by Catapult.
Due to child privacy concerns, Capri Sun will not use website registrations or game play for further marketing. Nor does it have plans to directly tie prize entries to in-store sales.
Once the idea for "Win an Epic Adventure" took shape, Capri Sun brought in its roster of agencies to brainstorm, according to Smith. The integrated campaign will include a full suite of digital media, such as banner and display ads produced by Razorfish, along with the game and website. The company also is working on content partnerships with kid-oriented sites, although those partnerships have not been finalized.
Smith says that his company has found that big adventure prizes work well for the brand's consumers, which include kids and the moms who shop for them. "The Capri Sun brand is all about getting outdoors and seizing adventure," he says.
Says Jim Cridlin, a client partner with Razorfish, "We created a digital experience because that's where kids tend to spend a lot of time. But everything results in a big offline adventure. It's a digital experience that encourages kids to go out and explore the world outside their own room."
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Susan Kuchinskas has covered interactive advertising since its invention. The former staff writer for Adweek, Business 2.0, and M-Business covers technology, business and culture from Berkeley, CA.