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.
