V Energy drink launches 'V Robbers' online promotion via Colenso BBDO New Zealand
Frucor
Beverages and Colenso BBDO NZ have launched 'V Robbers', a new online
promotion where V Energy drink consumers steal their share of the
$100,000 prize pool.V Robbers takes place in an online city, where players are assigned a hideout to store their cash. Using a city map, they can sneak a peek at which players have stolen the most cash, and form a plan of attack to steal their share.
VIEW THE PROMO
To get in the mind-set of the robber, players create an online alter
ego; complete with an alias and webcam mug shot. Specially marked 'V
Robbers' cans hold the codes that are the key to the game, and let
players choose between protecting their cash or having a go at stealing
cash from other players.
Says Aaron Turk, digital creative director, Colenso BBDO: "We're bound to ruffle a few feathers for promoting stealing, but let's be honest, the idea of stealing your share of a cash prize is way more interesting than winning it. We wanted to challenge the traditional WIN WIN WIN promo mechanic."
It all wraps up on Sunday 31st March 2013, when their online cash turns into real, cold, hard cash. Each player gets to walks away with whatever share of the $100K they have been able to steal over the 8 weeks.
V Robbers blurs the line between a traditional consumer promotion and an integrated brand idea. The online environment gives consumers a deep, entertaining and engaging experience with V that might even pay back in actual cash.
Says Luke Rive, marketing manager - Energy, Frucor Beverages NZ: "Engaging with our consumers in a meaningful way requires ideas which are both creative and compelling. We need to play in their world. Colenso have been integral in pushing the boundaries and achieving this with the V Robbers campaign."
Agency: Colenso BBDO
Creative Director: Aaron Turk
Creative Team: Graeme Clarke, Mike Hammond, Lachlan Palmer-Hubbard
Digital Production Team: Paul Headington, Craig MacGregor, Matt Visser, Josh Yee
Agency Producers: Paul Courtney, Emma Tait
Account Team: Tim Ellis, Samantha Parsons, Matt Frost, Eileen Cosgrove Moloney
Client: Frucor Beverages NZ
Marketing Manager - Energy - Luke Rive
Senior Brand Manager - Energy - Cormac Van Den Hoofdakker
Assistant Brand Manager - Energy - Kate Van Der Linden
Says Aaron Turk, digital creative director, Colenso BBDO: "We're bound to ruffle a few feathers for promoting stealing, but let's be honest, the idea of stealing your share of a cash prize is way more interesting than winning it. We wanted to challenge the traditional WIN WIN WIN promo mechanic."
It all wraps up on Sunday 31st March 2013, when their online cash turns into real, cold, hard cash. Each player gets to walks away with whatever share of the $100K they have been able to steal over the 8 weeks.
V Robbers blurs the line between a traditional consumer promotion and an integrated brand idea. The online environment gives consumers a deep, entertaining and engaging experience with V that might even pay back in actual cash.
Says Luke Rive, marketing manager - Energy, Frucor Beverages NZ: "Engaging with our consumers in a meaningful way requires ideas which are both creative and compelling. We need to play in their world. Colenso have been integral in pushing the boundaries and achieving this with the V Robbers campaign."
Agency: Colenso BBDO
Creative Director: Aaron Turk
Creative Team: Graeme Clarke, Mike Hammond, Lachlan Palmer-Hubbard
Digital Production Team: Paul Headington, Craig MacGregor, Matt Visser, Josh Yee
Agency Producers: Paul Courtney, Emma Tait
Account Team: Tim Ellis, Samantha Parsons, Matt Frost, Eileen Cosgrove Moloney
Client: Frucor Beverages NZ
Marketing Manager - Energy - Luke Rive
Senior Brand Manager - Energy - Cormac Van Den Hoofdakker
Assistant Brand Manager - Energy - Kate Van Der Linden
Good stuff guys
Best idea ever....
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Not....
I wonder how many Colenso staff have to go on sick leave after this?
Says Aaron Turk, digital creative director, Colenso BBDO: "We're bound to ruffle a few feathers for promoting stealing, but let's be honest, we don't give a fuck if it gets us a few headlines in some obscure Romanian marketing mag that we can then stick on the award video while a voiceover says 'it didn't take long for the trade press to pick up on the story.'
Colenso trying to bring back the microsite?
Why does the V digital stuff always have to look like utter 90's CD-ROM dogshit?