Oasis Tetra Paks converted into online soccer game controllers
This month, a new promotion turns 200 millilitre Tetra Pak boxes of Oasis fruit juice into augmented reality video game controllers that can play an interactive online soccer game, Oasis All Stars, on home computers with a webcam.were always looking for new ways to rejuvenate the image of the juice box and make it fun and cool again for today kids, says Tevfik Djamgouz, marketing director at processing and packaging company Tetra Pak Canada Inc., which embarked on the promotion with Augmented CPG of Montreal and A. Lassonde Inc., the maker of Oasis fruit juice Air Max 2015 .love to give their kids juice boxes and they have been around for some time moms remember drinking it when they were kids, Mr. Djamgouz said.kids are appa Air Max 2015 rently one of the most plugged in consumers in terms of the Internet and elect Air Max 2015 ronics. We thought, what better way to engage today kids and extend their interaction with the juice box and the brand? NPD Canada report on Canadian gaming notes 96% of households have a computer and the bulk of video game playing (49%) is done on a desktop or laptop computer, compared with 34% on a tethered game console such as an XBox or Wii, or a handheld device such as a Nintendo DS.Online games on branded websites are a growing part of social media marketing aimed at tweens and children, particularly those under 13 who cannot join Facebook.Kellogg Canada, for example, found success in an augmented reality packaging campaign last year for Corn Pops cereal by Starcom MediaVest aimed at tweens, which revealed psychedelic images and music to users who rotated a box of Corn Pops in front of a webcam. The promotion garnered 250,000 users in four months.Tetra Pak took an interest in creating a packaging game, Mr. Djamgouz said, after Augmented CPG created an augmented reality promotion for Molson Dry in 2009. The beer label changed colour when the bottle was cold, and a Web camera could identify the beer at different temperatures. The promotion extended to social media, allowing consumers to videotape themselves holding the bottle and share the promotion with friends.Mr. Djamgouz believes the soccer theme will resonate well with kids in the target age rage of three to 12, as well as with their mothers.is the fastest growing recreational sport in Canada and more kids play it now in Canada than hockey. In addition, many younger kids play online games with their families before they graduate to handheld ones. Our research shows that a lot of moms like playing these games by themselves when the kids go to bed. technology is fairly simple nothing needs to be embedded in the juice boxes, and Web software recognizes the specific Oasis juice box brand design when used with the site and a webcam. Like many online video games attached to consumer brands, the brand message also tells kids to go out and engage in actual exercise as well playing the online game. is not encouraging them to sit in front of the computer all day. Our goal is to have interaction but not take it too far. far, Tetra Pak is pleased with the initial rollout of the packaging in Quebec, with more than 41,000 page views and 3,600 visits to the game website, averaging nine minutes.Scott Reid, creative director at the agency Mars Philter Inc. in Toronto, says packaging is becoming a critical part of the mix for marketers.see a lot of augmented reality things happening now with packaging and incomputer cameras, he said. All Stars] has the important element of surprise and delight, which is always something you want. You want more people to interact with your brand. have been cutting back on allowances for in store brand signage and point of sale promotions in an effort to declutter the space for consumers, Mr. Reid said.design can be one of the things that positions you to win. It depends too on [whether] it is meant to be a promotional blip or meant to be something about who you are as a brand. augmented reality is the first known marketing campaign in which a consumer goods package has been used to play a video game. While it is only in Canada for now, Mr. Djamgouz said Tetra Pak might consider it for other markets. The Oasis campaign also involves Air Max 2015 work from Toronto ad agency Draft FCB, and includes on pack and point of sale promotion and Web media.