Soft drinks brand J2O is to reveal new integrated campaign ‘Spin2Win’ this week complete with a new app that allows users and their mates to create a human fruit machine.
The app works in conjunction with special edition J2O beer mats which when held up together in a trio and viewed through a smartphone, turn into a fruit machine via augmented reality.
Jonathan Gatward, GB marketing director at Britvic Soft Drinks said the brand was “really excited” about using “augmented reality technology to create a fun proposition which must involve at least four people – perfect for get-togethers with friends.”
The integrated activity from Iris forms part of the brand’s long-term commitment to the soft drinks category. Inspired by the brand’s ‘Cats and Dogs’ TV ad a reward ‘fund’ – the J2O Kitty – is designed to offer guest’s prizes and cash to enhance their get-togethers with family and friends.
With each purchase of J2O consumers will be awarded with five free ‘spins’, offering the chance to win thousands of prizes – including three £5,000 jackpots.
Gatward added: “We are predicting a high level of engagement and visibility in participating outlets where consumers have the chance to win great prizes from the J2O Kitty.”
The J2O Kitty itself will roll out across all channels with a view to bringing a consistent approach to all marketing activity. The POS campaign will be supported through Facebook, Google PLAY and online films as part of a wider digital campaign, and by a Heart FM partnership.
Iris managing partner, Adam Wright, commented: “We’ve reimagined that old pub favourite, the humble fruit machine, powered by the smart phone in our punters’ pockets. Spin2Win is playable, shareable and great fun.”