Propaganda Boosts energy drink brand through online game
Energy drink supplier Boost Drinks launched a new game last week to coincide with the Glastonbury festival, at which it was the official energy drink brand.
The game, ‘Boost the Band’ created by Propaganda features a band that needs a boost to keep them going throughout their set. Players must keep them awake by helping them drink Boost.
Propaganda has seeded the game in many web forums and has used social networks including Twitter to drive people to the Boost game by directing them to the Boost website where they can play and be in with a chance to climb to the top of the leader board and win a case of product.
The Propaganda team has worked with Boost since 2008 to develop a strategic marketing plan that has focused on trade activity including point of sale material, brand literature and PR.
The agency is now currently working on developing a consumer creative strategy to push the interaction between Boost and its growing consumer audience.
Simon Gray, managing director at Boost, commented: " The game is a fresh and innovative way of approaching new customers and a way of interacting directly with consumers. The energy drinks sector is continually growing in popularity and music festivals are a key opportunity to reach loyal consumers and those who would not usually choose energy drink products. Glastonbury was a great opportunity to raise awareness of the Boost brand as we move deeper into the consumer arena."
Mike Philipson, director of Propaganda explained: "The relationship Boost has developed with the Glastonbury Festival is fantastic. 'Boost the band' has been created to introduce new consumers to the brand and to engage existing customers in a fun and original way. Boost has grown in both trade and consumer markets and we look forward to seeing significant sales uplift from the 'summer of 49' 49p price-marked promotion that has just gone live."