The Brief
Digital Marmalade was asked by Intelligent Marketing to service the web build for the first ever Kinder cross-brand promotion. Entitled ‘Looney Tunes Racers’, this cycling promotion needed a website to support a £400k TV advertising campaign.
The Solution
Intelligent Marketing tasked us with building a high impact website which would be launched simultaneously with point of sale materials and a TV ad campaign. The cycling themed promotion, which combined Kinder with characters from Looney Tunes, was aimed at children aged from 3 to 14. With the promotion defined, we started to form ideas for the website which would build on the brand’s equity.
Because the campaign revolves around cycling, the website needed to convey movement. However, we were limited in that we could not use any character animation. Although this was a challenge, we had first rate source material available to us so we were able to create a colourful, quirky interface and some interactive games. We even built an interactive chocolate making machine! There are several different Looney Tunes games that the user can play, including ‘Help Daffy Remember’ and ‘Bugs’ Quiz’, and an online competition complete with full terms and conditions.
Despite the limitations, we have managed to create a website which conveys movement without animation, and to great effect. The website is fun, charismatic and educational experience for both children and adults alike.
Amy Grundy“We are delighted with the Kinder website - the product is full of inspired ideas, and reflects the hard work and group determination in getting the site right within the timings and budget afforded to it. Digital Marmalade took our ideas and added their magic resulting in a fun and exciting kids focused 'playzone'.”
Account Director,