The partnership will be a cross-promotion including community activity within the virtual world, an ad sales deal worth over £250,000 and on-pack activity on 70m packs.
Capri Sun will have its own branded Capri Sun Summer Theme Park area and a fan page on Habbo, plus paid ads throughout the virtual world and editorial content.
The on-pack activity will drive teens to Habbo, with one in ten packs winning users special badges for their avatar.
The campaign will also include treasure hunts in which users can win additional virtual goods, as well as competitions to win real prizes.
The four-month long campaign across Habbo is to raise awareness of Capri Sun among children ahead of the new school year.
It’s the first digital activity Coca-Cola has run for the juice brand beyond a campaign site. Caroline Philiponnet-Bethell, senior marketing manager for Coca-Cola, said, “This is the first time we have used a social network. We had our own website and had more of a traditional approach, but we are now adopting the view that you can’t expect people to come to you but have to go to where people are and make sure you add value.”
The campaign is by media agency Vizeum and creative agency Brave.
This story first appeared on newmediaage.co.uk