New Point-of-Sale Promotional Game Drives Sales for Chivas

Chivas Regal, the premium Scotch whisky brand, has launched a new point-of-sale promotional stand featuring a game and console concept developed by 3RD sense.

Integrating with Chivas Regals' latest advertising campaign, the 'Photo Safari Challenge' game will be played by customers in duty free lounges throughout European airports.

The game, played on a wide screen TV mounted on the stand with a specially modified camera, challenges players to shoot a photo of a wild animal from a 15 second video clip. Using wireless technology, the game software determines when the camera button has been pressed and scores the shot based on a set of pre-determined criteria. The better the shot, the higher the score awarded to the player. The player takes 6 shots from 6 clips and is rewarded with a minature of Chivas Regal and the opportunity to enter a competition for a major prize.

'A full console and game promotional concept is a first for a premium brand such as Chivas,' said 3RD sense Director, Tom Gueterbock. 'It demonstrates the power of a game to attract customers and to begin a relationship with them. By offering them the chance to enter a competition at the end of the game, Chivas is gathering customer data that allows them to start a dialogue.'

Developed in conjunction with Yellow Submarine, Chivas' point-of-sale agency, the game integrates with the look and feel of Chivas' new advertising campaign launching this month. The campaign, whose target is 35+ males, aims to convey a relaxed sophistication and appeal to the aspirational and adventurous nature of their target audience. Music, images, colours and footage employed throughout the game aim to convey these brand associations.

The game will initially be deployed on two stands to be used throughout Europe with further units to be developed next year.

For more information, screenshots, other images or comments, please contact us

Back