Crusha online game promotion

Client Challenge:

Crusha is the original milkshake mix available in strawberry, banana, chocolate, lime and raspberry flavours. New listings in 2004 brought growth, but the brand was facing fierce competition from the launch of Robinsons for Milk and established brands such as Nesquik. Whilst past promotional activity had focused on value offers to drive volume during the key summer period, Crusha now wanted promotional activity that reflected the above the line advertising and the brand’s cheeky, creative positioning. Crusha was keen to develop a promotion that would add value, increase awareness and trial, drive volume and help position the brand as the credible alternative to other soft drinks. Simple! Oh, and improve brand appeal on-line, on-pack, at point of purchase and to create a buzz with the kids making this the next ‘must-have’ promotion.

Our solution:

Brahm developed an on-pack promotion which successfully reinforced the brand’s positioning and appeal not only to mums but to the Crusha’s crucially important core target market of
10–13 year olds. The Crusha Play the GAME on-pack promotion ran across approx 900,000 packs, timed to coincide with the UK launch of the much awaited PSP in September. The promotion gave consumers the opportunity to win the very latest games console by competing in an online cow-racing game – ForMOOla 1! The promotion was developed in partnership with GAME, Europe’s largest video games retailer. The three-tiered promotion offered the following rewards:
• £5 off a £39.99 spend voucher for GAME on every bottle
• 20 Sony PSPs, one to be won each week by the ForMOOla 1 player in pole position
• 200 runners up prizes of a £30 GAME gift voucher, 10 to be won each week

Codes were printed on-pack which gave a credit to play the game daily on a specially developed micro-site www.crushagame.co.uk. The best scores each week won a Sony PSP and ten runners up received £30 GAME gift vouchers. GAME also sited Crusha POS in 406 stores and screened their TV advertising for the first two months of the promotion. They ran an in-store/online promotion to win cases of Crusha in order to further raise awareness of the partnership.

The game received just under half a million hits, which equated to c. 30,000 unique sessions. The GAME in-store and on-line promotion received c.12,800 entries indicating that the promotion was successful in driving awareness of Crusha and encouraging trial amongst new users. Approximately 20,000 consumers redeemed the £5 off GAME voucher.

The combination of the Crusha product, the popularity of GAME stores and the excitement surrounding the Sony PSP resulted in a winning combination. The brand associations and the promotional mechanic got kids interacting with the brand in a way that reinforced Crusha’s personality and credibility and the resounding success of each element of the promotion won Brahm and Crusha a coveted ISP award.

For further information please contact:

Paul McGann, Head of Promotional Marketing on 0113 230 4000 or email p.mcgann@brahm.com

Alternatively call Ruth Holgate our Business Development Manager on 0113 230 4000 or email greatoutcomes@brahm.com