2010
Mellow Birds “Bash The Space Bar” Games
Kraft
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Kraft Mellow Birds |
In 2009 we re-launched Kraft’s milder, mellower coffee brand Mellow Birds. In 2010 we’re targeting the same student audience. They’re the gang of first time coffee drinkers who prefer lots of milk and a milder taste. The gang who are also first time doorstep lotharios. You know them, the gang that lives on Facebook. So, taking that ‘Do you want to come in, er, “For a coffee”?” moment and face-planting it in social media, we developed a series of online games. They’re called ‘The Mellow Birds “Bash the Space Bar” Games’ and are based on the language of our mild, Mellow Birds innuendos. “Pet the Puppies”, “Refill the inkjet” and “Flick the Switch” are time challenges, you bash your space bar as many times as you can against the clock. You play in a Facebook application that pits your score against all your friends’ and you can post games onto your wall, inviting folks over to, er, “Pet” your “Puppies”. You can also represent your Uni and “Bash” competitively in the ‘Mellow Birds “Bash the Space Bar” League’, which we are supporting with promotional activity across a batch of UK Universities. We wanted the games to be simple and addictive. And we got artist Mark Ward to illustrate them so they look just right for our trend conscious students. The games are portable, so you can post them onto your blog, Twitter, Tumblr and MySpace and the rest of the web. They take our mild innuendos and give them digital legs. Attractive ones. The campaign is supported by the TV spot which will be aired at peak studenty times and on V.O.D, driving viewers to Facebook to, er, “Play”. |
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