Vimto has worked with driven to combine its latest TV ad with gaming content.
Broadcast from today (Monday 17 June) the new ad, which is part of the brand’s ‘Seriously Mixed Up Fruit’ initiative, sees Vimto’s Lowrider commercial re-edited to include footage from the viral game of the same name.
The new TV ad aims to encourage viewers to play the Lowrider game on Facebook for the chance to win prizes, with a different prize on offer everyday throughout summer.
Speaking of the campaign, Graham Drury, partner at driven, said: “It [Lowrider] manages to blur the line between advertising and content and now we’re taking that to another level.
"What other TV campaign gives you the chance to play the ad online whilst you’re actually watching it?”