Rating: Sweet… but minty
Confectionary company Tic Tac mints is creating a super powered online, mobile, FaceBook and AR marketing campaign as part of a new Shake It Up campaign.
The company will offer an Augmented Reality mobile application. The app will allow users to interact with the mints themselves and get a daily dose of Shake It Up tips and tricks.
The campaign has several spheres and will also have a strong online and especially Facebook promotions. The mobile aspect is a Tic Tac Viewr application which sounds pretty interesting. Unfortunately, I couldn’t find a video of it just yet though.
From the press release:
The Shake It Up(TM) campaign reaches consumers at multiple touch points ranging from print, outdoor, TV, online, mobile and social media engagement to experiential events. The campaign features several provocative and insightful facts on conventional human behavior, each with a call-to-action to Shake It Up(TM).
“We know that millennials all over the U.S. are experiencing life and sharing it with one another online,” said Noah Szporn, category manager for Tic Tac® mints of Ferrero U.S.A., Inc. “To engage with our consumers in a more meaningful way, we needed to not only go where they are interacting, but to also speak with them with a more lively message that expresses a larger philosophy – that is how the Shake it Up campaign was born.”
What we think?
We love full service mobile campaigns such as these as show how packaging on a sweet is once again a brands best advertising. The Shake It Up idea will appeal to youth and any app offering free games always becomes a hit quickly.
What I would like to see though is the actual sweet as an AR tool. It’s one thing to view the packaging but how crazy would it be if every sweet could be clicked on and could show different images, games, memory, dominos or something else.
As a mother I do go on about mobile marketing but it would be great if something educational could also be packed into this box of little minty treats!
