The promotion will extend on the company’s existing £2m sponsorship of Soccer AM. The six-figure on-pack promotion will offer one FRijj fan, and five of their mates, the opportunity to play in the FRijj Swamp Soccer World Cup 2010 with their own FRijj Swamp Soccerettes Cheerleader squad.
Augmented reality will allow FRijj consumers to interact with the brand, by holding up a FRijj bottle in front of an activated webcam and gaining access to a real time environment.
When they enter the environment, a FRijj Swamp Soccerette appears to climb out of the bottle. The Soccerette then performs their own individual on screen cheer in front of the consumer.
The FRijj Swamp Soccerettes’ are a group of mud-obsessed cheerleaders, created by marketing agency Grey London. The group is captained by Nadia and includes an ex-model mud professor, Eastern European rhythm squelcher and wheel-barrow-loving harmonica player.
In addition, the brand is also offering £40k worth of instant prizes. Promotional bottles will be in-store from Monday (8 February) until 30 April.
FRijj drinkers will be invited to enter a competition with their friends to be one of the teams competing at this summer’s FRijj Swamp Soccer World Cup. The annual competition, which takes place outside Glasgow, has attracted a large cult following in recent years.
On pack communication will also invite consumers to text a unique code found by unzipping the outer sleeve of the bottle or register the code online. FRijj Swamp Soccerettes then text the consumer back with a unique URL for them to connect the consumer to enable them to enter the competition.
Once online, users will find out if they are an instant winner of a prize and can invite their friends through Facebook Connect to join their swamp football team and enter the main prize draw. Digital activity was created by Syzygy.
Fans can also meet the Soccerettes, watch their training videos, understand their story, read their Facebook blogs and download their favourite pictures of the girls.
The campaign includes PR and digital activity, encompassing online social networks, mobile mechanics and a bespoke microsite, to engage consumers. The FRijj URL will also feature a link to existing Soccer AM idents to raise awareness.
Marc Dubery, Dairy Crest sales and marketing director – liquids, says: “We are truly excited to launch this innovative on-pack activity and believe that it will genuinely appeal to our predominantly young male consumers. FRijj consumers are at the forefront of technological innovation, with an inherent thirst for new concepts, and they expect FRijj activity to be a bit more risqué and edgy, as well as entertaining. The humorous tone fits well with the FRijj brand and will allow us to further build brand awareness within our target audience.”
Rival milkshake brand Yazoo launched a £3.5m TV and outdoor advertising campaign last year.