"Interactive Food & Beverage Marketing" (PDF)

Interactive Food & Beverage Marketing | The New Digital Marketing Landscape
• In a partnership with MSN, the Coca-Cola Company created the “Sprite
Refreshing Wall,” a branded “microsite” that invites urban teens to paint graffiti
on a virtual wall. “Spray it, don’t say it,” the site says—to the beat of funk music.
“Leave your mark on the wall for all to see.” The new branded artwork can then
be used as a screensaver or emailed to friends. Visitors can use the “Music
Player” to switch to “Deep Bass Groove” or “Urban Break Beats.” 179
• Burger King recently created its own “branded online channel,” called Diddy TV,
“using rapper P. Diddy’s star power to direct attention to, in his words, another
‘king’—Burger King. Burger King is now a media entity as well as a restaurant
chain.” 180
• The Mars candy company enlisted the musical group Black Eyed Peas to make a
series of “Webisodes” called “Instant Def,” in an effort to promote Snickers bars
to teens. “Four hip-hop performers—played by actual hip-hop stars will.i.am,
Fergie, Taboo and apl.de.ap—pose in front of a gritty urban scene. A fluorescent
Snickers sign blinks atop a tower in the background.” The brand is featured
prominently in the storylines. A Snickers factory “played a vital role in the first
episode, when a candy-mix explosion gave the stars superhero powers.” 181
• Pepsi DJ Division features the work of nine DJs from around the country, with
streaming audio, video interviews, downloadable graphics, and interactive maps
of the DJ’s favorite hangouts (everything from nightclubs and restaurants to
shoe stores and vacation spots). A Pepsi Superstar DJ contest, soliciting mixtapes
from DJs around the country, offers a chance to earn “an honorary spot in
the Pepsi DJ Division and all the glory that comes with it.” The “Move the
Crowd” section (“Choose your tracks, pick your beats, and see how long you can
keep them dancing”), developed by TribalDDB Dallas, uses the computer keyboard
to control a Flash simulation of a DJ’s turntables and mixer, complete
with a dancing crowd that reacts, both positively and negatively, to the user’s
loops, beats, and scratches. 182
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