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.

Sign In

Trouble signing in?

Reset Password: Click here

Contact Customer Support at

Customerservice@campaignasia.com