Silver Spoon Relaunch 'Crusha' Brand With Ground-Breaking Game Campaign

Silver Spoon UK is relaunching its 'Crusha' milkshake mix brand with a campaign centred on a ground-breaking new interactive TV and online game concept, developed by specialist play agency 3RD sense. Featuring a number of �firsts' in interactive TV, the 'Crusha Cows' game will be accessible through interactive TV ads which will link the viewer directly from the ad to the start of the game. The first to be developed in core Open TV development code specifically for an advertising campaign, Crusha Cows produces a games experience that rivals other games on the Sky platform.

'We knew our target audience of 10-15 year old boys are savvy games players,' said Colin Cardwell, Director of 3RD sense. 'We had identified that a game was a core facet of the brand relaunch, but we needed to ensure that we could give our target audience the sort of game experience they were used to on Sky.'

Designed to integrate fully with the TV ad, it is also the first game to use photographic images for the characters and game play environment. The result is a game that completely matches the look and feel of the TV ad, features the same characters and extends the storyline, thereby maximising and enhancing the brand experience.

The game also features a novel technique to drive product sales, introducing the first ever cheat code element to enable game players to improve their chances of reaching a score level sufficient to enter a competition.

To obtain one of four cheat codes kids have to input the last four digits of a Crusha bottle barcode. Different flavoured bottle barcodes provide game players with four different cheat code power-ups. In this way, success in the game is directly linked with product purchase.

A further feature has been incorporated to track barcode usage within the game. When players reach a score threshold they are given the chance to enter a competition to one of a number of prizes, the prize fund totalling more than £3,000. The game automatically generates a code that indicates which barcode was entered, if any, and the game level the player reached. Players are then encouraged to send the code via SMS to enter the competition.

To support the TV game, 3RD sense have also developed a web game which matches the TV game and will be available to play on the Crusha web site at www.crusha.co.uk. The web game is also supported by an integrated online campaign.

'It was important for us to develop a game concept that extends the environment of the ad and therefore the branding experience, but also deliver a solution that would assist in measuring the effectiveness of the game in terms of sales,' said Colin Cardwell, Director of 3RD sense. 'Our business is built on the effectiveness of games in offering brands targeted and engaged audiences who interact with the brand for extended periods.'

The TV creative was developed by Walsh Trott Chick Smith and based upon the TV execution 'Kittens' licensed from Joel Vietch who made his mad kitten skits famous on his website rathergood.com.

Media across also platforms was planned and bought by Rocket.

3RD sense contracted Two Way TV Limited to write the interactive TV game.

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