British Sugar 'Crusha Cows'
Silver Spoon, the consumer division of British Sugar, relaunched their 'Crusha' milkshake brand with a games strategy developed by 3RD sense. 
The Brief
Silver Spoon research identified that there was an opportunity to increase market share by targeting 10-13 year old boys who are large consumers of milk. As most are avid games player (67% of UK 10-15 year olds have a Sony Playstation), a game was the obvious feature to place at the heart of the TV and online advertising campaign.
The Solution
The Crusha Cows Game for both interactive TV and the web was developed to:
- Allow the target audience to directly experience the strength-giving properties of Crusha, extending and deepening the brand experience
- Extend the 30 second TV spots into 8-10 minute brand experiences, greatly extending brand exposure times
- Directly drive sales using ‘power up’ mechanisms that could only be obtained from Crusha bottles menu
- Catch the target audience on both platforms.
The Results
Over 4 weeks, the iTV version of the game was played over 576,000 times.
The iTV game was directly responsible for a rise in unit sales of Crusha
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