Project Introduction
Intelligent Marketing brought Digital Marmalade in to service the web build of Kinder's first ever cross-brand promotion, an integrated campaign called Looney Tunes Racers. The campaign, aimed at children aged 3-14 combines Kinder and Looney Tunes characters with a biking promotion.
Our task was to build a high impact kids web site to be launched simultaneously with point of sale materials and a £400K TV ad campaign.
Project Build
With the promotion defined, our involvement was to focus our energies on forming ideas for the online proposition and building on the brand equity.
The campaign focuses on cycling with promotions and prizes relating to this. The site uses the Looney Tune characters as cyclists. Each module of the site has been treated separately as 'toys' which allow the user to discover cycling routes around the country, and learn about cycle safety. Fun stuff includes a series of online 'Looney Tunes' games and an interactive chocolate making machine. An online competition is available with all the usual T's & C's and background information.
The build was not without its challenges and, though the site afforded us the opportunity to work with first rate source material, we were severely restricted in what could and could not be done - the site had to convey movement without any character animation, something we achieved by developing quirky interface elements, animated environments and interactive games.
Overall this was a challenging, fun project to work on and became a labour of love for the production team. Keep an eye out for the promotion in shops next time you're out and about.
