MEDIA-I: New media choice - Pocari

<p>Site: www.gamepocari.com </p><p><BR><BR> </p><p>The mechanics of the Pocari Sweat campaign is using an off-line sales </p><p>promotion linked to an online gaming microsite. Consumers are required </p><p>to buy Pocari to get a code to access the game site. The objective is to </p><p>drive sales and generate a database for Pocari as consumers need to </p><p>register in order to qualify for the daily lucky draw. </p><p><BR><BR> </p><p>In terms of the creative execution, I think it should appeal to the Hong </p><p>Kong teens and young adults. Having not seen Pocari's offline </p><p>commercials, I assumed that this creative execution will be integrated </p><p>with the offline campaign, whether it's a sports drink or lifestyle </p><p>drink, the site design and creative should follow accordingly. </p><p><BR><BR> </p><p>I thought the game could go a little further to demonstrate Pocari's </p><p>brand equity such as replenishment of loss body salts during exercise or </p><p>perspiration (I am not sure what Pocari's current brand message is right </p><p>now). </p><p><BR><BR> </p><p>Although this is a tactical promotion, it could work harder by </p><p>integrating with the offline brand positioning. Hence, the game could be </p><p>done in a more meaningful way in terms of audience interaction than just </p><p>catching cans of Pocari. </p><p><BR><BR> </p><p>Perhaps the player could have additional time to play the game whenever </p><p>he managed to catch/drink Pocari because he "replenished loss body </p><p>salts" etc. As well as being fun, it would allow consumers to learn a </p><p>little more about Pocari and hopefully build brand familiarity and </p><p>preference over time. </p><p><BR><BR> </p>