MEDIA-I: New media choice - Pocari

Site: www.gamepocari.com

The mechanics of the Pocari Sweat campaign is using an off-line sales

promotion linked to an online gaming microsite. Consumers are required

to buy Pocari to get a code to access the game site. The objective is to

drive sales and generate a database for Pocari as consumers need to

register in order to qualify for the daily lucky draw.

In terms of the creative execution, I think it should appeal to the Hong

Kong teens and young adults. Having not seen Pocari's offline

commercials, I assumed that this creative execution will be integrated

with the offline campaign, whether it's a sports drink or lifestyle

drink, the site design and creative should follow accordingly.

I thought the game could go a little further to demonstrate Pocari's

brand equity such as replenishment of loss body salts during exercise or

perspiration (I am not sure what Pocari's current brand message is right

now).

Although this is a tactical promotion, it could work harder by

integrating with the offline brand positioning. Hence, the game could be

done in a more meaningful way in terms of audience interaction than just

catching cans of Pocari.

Perhaps the player could have additional time to play the game whenever

he managed to catch/drink Pocari because he "replenished loss body

salts" etc. As well as being fun, it would allow consumers to learn a

little more about Pocari and hopefully build brand familiarity and

preference over time.