# Icy Action Games Poliakov's 'Ice Breaker Challenge' Immerses Fans in an Icy World By Laura McQuarrie | Published 2015-12-11 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/poliakov References: [thespiritsbusiness](http://www.thespiritsbusiness.com/2015/12/poliakov-vodka-launches-ice-breaker-challenge/) & [youtube](https://www.youtube.com/watch?v=jE_YCUguMTc) In order to promote Poliakov as a [brand of vodka](https://www.trendhunter.com/trends/amoon-vodka), a unique marketing game was set up in the form of the 'Ice Breaker Challenge.' The simple game was designed to be intuitive and dynamic, challenging players to protect a bottle of vodka from virtual ice monsters. The game took the form of a full-body experience that immersed fans into a chilly futuristic world. Using a full range of motions, participants had to perform certain actions in front of a gigantic screen, where their movements were relayed. Performing certain actions would unlock superpower movements, which were essential to keeping the ice monsters at bay. By fusing current [augmented reality technology](https://www.trendhunter.com/trends/orca-scan) capabilities with an [experiential video game experience](https://www.trendhunter.com/trends/asda-checkout-challenge), this brand was successful at associating Poliakov vodka with an ice cold chill. ## Trend Insights (Trend Hunter) - Score: 1.3/10 - Popularity: 5% | Activity: 25% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Gen Z, Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### Key Themes Behind This Trend - **Augmented Reality Gaming:** Integrating augmented reality technology into gaming experiences can create immersive and dynamic brand promotion opportunities. - **Experiential Marketing:** Creating interactive and full-body experiences for consumers can help brands establish strong associations with their products or services. - **Motion-based Gaming:** Developing games that utilize full range of motions can engage players on a deeper level and provide unique entertainment experiences. ### Where This Applies - **Alcohol and Beverage:** Alcohol brands can leverage innovative gaming experiences to promote their products and engage with their target audience. - **Advertising and Marketing:** Experiential marketing techniques offer new ways for brands to create memorable and immersive advertising campaigns. - **Gaming and Entertainment:** Augmented reality combined with motion-based gaming opens up new opportunities for the gaming industry to enhance user experiences and captivate players. ## Related on Trend Hunter - [Gamified Yogurt Tube Campaigns](https://www.trendhunter.com/trends/frubes-freeze-em-campaign.md) - [Frozen Spirit Sweepstakes Campaigns](https://www.trendhunter.com/trends/jgermeister-freeze-to-win-campaign.md) - [Meaningful Relationship-Encouraging Campaigns](https://www.trendhunter.com/trends/iceberg-vodka.md) - [Interactive Fashion Horror Games](https://www.trendhunter.com/trends/the-room-by-gentle-monster.md) - [Gamified Scent Marketing Experiences](https://www.trendhunter.com/trends/grab-the-sweet.md) - [Immersive Wine-Inspired Games](https://www.trendhunter.com/trends/chablis.md) - [AR-Enabled Airport Vodka Experiences](https://www.trendhunter.com/trends/swipe-back.md) - [Interactive Game Advertisements](https://www.trendhunter.com/trends/samsung-ads-gamebreaks.md) - [Temperature-Reactive Liqueur Bottles](https://www.trendhunter.com/trends/the-secret-is-ice-cold-campaign.md)