The Tic Tac Fresh 15 has no central hub or campaign microsite. Instead, it pops up as a display that entices users to play fast-paced 15 second games based around entertainment categories such as music, games or movies. It then presents players with links to ‘fresh’ online content tailored to that category.
Created by Sydney digital agency Webling Interactive, this campaign is the third in a series which aims to develop salience for the confectionary brand online.
In this new campaign, the content changes daily and is drawn from a growing family of partner websites collaborating with the Tic Tac brand to bring fresh entertainment to online audiences.
Rick Salter, creative director at Webling Interactive, said, “Doing away with the central campaign microsite made media planning and measurement a significant challenge, but thanks to the support of PHD, we have fantastic new relationships with content creators all around the world.”
Tic Tac senior brand manager Alberto Donnini said, “The traditional model is to drive audiences to a single online location and measure their engagement. It works for some but it’s not always in the interest of the audience or the brand experience. We wanted Fresh 15 to live where the content lives. It’s like when someone whose taste you respect sends you a cool link. We want Tic Tac to be that someone.”
Webling previously created the Tic Tac Shake & Share iPhone app which allows users to share virtual Tic Tacs with other iPhone users via Bluetooth, and has become a global hit.
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