Go on a wild roller coaster ride with the Chupa Chup Lol-A-Coaster iPhone game, a free advergame developed by The Taboo Group and Pachinko Pictures to promote Chupa Chup lollipops.
The game, which centers on the character Chupa Chuck, lets players "ride the world's most exciting rollercoasters," says Campaign Brief. It was actually part of a larger campaign that gave three Chupa Chup fans the chance to ride roller coasters in Japan, Germany and the United States. To be part of the campaign, players had to first buy a Chupa Chup lollipop and enter in the special code from the packaging on the brand's dedicated website.
A fun and exciting campaign with an interactive tie-in, the Chupa Chup Lol-A-Coaster game has provided the brand with a unique and engaging marketing tool. Since its launch, it has had 26,888 downloads, and as the strategy director of Taboo Richard Hack says, "...the game itself is now a brand asset primed for future leverage as opposed to just another advertising cost to be expensed."
Why This Trend Is Growing
- Advergames
- Creating interactive games as a promotional tool for brands presents disruptive innovation opportunities for marketing campaigns.
- Interactive Marketing
- Engaging consumers through interactive experiences like the Chupa Chup Lol-A-Coaster game provides opportunities for unique and immersive brand promotion strategies.
- Gamification
- Incorporating gamification elements into marketing campaigns, such as redeemable codes from product packaging to unlock exclusive content, offers disruptive innovation opportunities in consumer engagement.
Industries Being Reshaped
- Confectionery
- The Chupa Chup Lol-A-Coaster game demonstrates how confectionery brands can utilize interactive games as effective marketing tools to engage consumers and strengthen brand recognition.
- Entertainment
- The success of the Chupa Chup Lol-A-Coaster game highlights the potential for the entertainment industry to collaborate with brands and develop advergames as a means of promotional tie-ins.
- Digital Advertising
- The Chupa Chup Lol-A-Coaster game showcases the opportunities for disruptive innovation in digital advertising by creating interactive experiences that captivate and promote brand loyalty.
