Silver Spoon Launches Crusha's Biggest Ever Promotion To Win Sony PSP's
27th Oct 2005
Crusha, the original milkshake mix, is to launch its biggest ever UK promotional campaign. Hitting the shelves mid September timed with the UK launch of the much awaited Sony PSP, Crusha will give consumers the opportunity to win the coveted handheld games console by competing in a madcap online cow-racing game ForMOOla 1.
The campaign, created by complete communications agency Brahm, sees the Silver Spoon brand Crusha partner with GAME, Europe’s largest video games retailer. 1 million promotional packs of chocolate, banana, lime, strawberry and raspberry Crusha milkshake mix will be available at major retailers from September, offering a series of exciting gaming prizes. The three-tiered special offer includes:
- £5 off a £39.99 spend voucher for GAME on every label reverse
- 20 Sony PSP’s, one to be won each week by the ForMOOla 1 player in poll position
- 10 runner up prizes of £30 GAME vouchers, every week
The Crusha skill racing game ForMOOla 1 will span across 20 weeks, starting 19th September 2005. A code on pack gives a credit to play the game daily on micro-site www.crushagame.co.uk. The game uses the cow character from the current media advertising, and the player selects their preferred racing cow and Crusha flavour, e.g. Michael Moomacher in the raspberry car. After three laps of the track, marks are awarded for speed and Crusha fruit bonuses collected along the way. Results are shown on a league table and at 09:59 each Monday, the top player wins the Sony PSP and ten runners up get GAME voucher prizes.
Each Crusha code enables the player to race once a day, although they can enjoy unlimited use of the practise track to get their performance up to speed.
Louise Vickers, brand manager at Crusha said, “We’re really excited about this promotion. Brahm has used the high profile cow icon to produce a games inspired promotion that’s great fun, gets kids interacting with the brand and offers superb prizes. The partnership with GAME is ideal, it’s an excellent brand fit”.
Paul McGann, associate director and head of promotional marketing at Brahm said, “It’s a tough market to gain stand out, but the combination of the Crusha product, popular GAME stores and the excitement surrounding the new Sony PSP should make a winning combination. The ForMOOla 1 cow game is a little crazy – but sometimes things have just got to be mad enough to work!”
Simon Moore, marketing manager at GAME said, “Computer games are an ideal way to reach the youth market, it’s a medium that kids are attracted to and offers endless possibilities. With the funky creative cow theme, this promises to be a very eye-catching campaign”.
The special bottles of Crusha will be displayed in retail outlets using promotional labels and shelf outers. GAME stores will also be coordinating promotional activity including posters, leaflets and in-store screening of the TV ad nationwide.
GAME is Europe’s largest video games retailer with over 400 stores in the UK and Ireland and 250 stores in Continental Europe. Brahm worked with Parallel Promotions to develop the GAME/Crusha partnership.
For further information, please contact Pippa Light at Brahm on 0113 230 4000 or email p.light@brahm.com
About Brahm
With 150 employees, Brahm is one of the largest independent communications agencies outside of London. Brahm invests great insight to achieve great outcomes for clients including: Kellogg’s; DfES; Persimmon; Littlewoods; National Express Group; Yorkshire Building Society and Anglian Home Improvements. More information can be found at www.brahm.com.
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