ONE-TO-ONE MARKETING: 7Up gets users directing flash films on the web

The site, at 7upfido.com, features the brand's animated spokesperson Fido Dido. It allows wannabe film directors to assign the names of friends to three characters - a sporty, handsome guy; a curvaceous, trendy girl; and a smart techno-savvy type - and decide on an ending before sending the finished cut to as many people as possible.

The campaign was developed by Web Guru Asia and chief guru sales and marketing Napoleon Biggs said the prizes, including a Sony Ericsson P802 and a Playstation 2, helped to drive traffic to the site, while the movie built the brand affinity at an emotional level. "While making and viewing the movie, contest entrants spend time interacting with the 7Up brand and gain a deeper understanding of Fido... By allowing consumers to interact with Fido on an individual basis, the branding runs deeper than simply reading a line of copy or passively watching a TVC," he said.

The 7upfido.com initiative is part of a broader campaign to increase 7Up's appeal in Greater China. The above-the-line part, including TVCs, print and POS, was developed by BBDO CNUAC.