The Italian owned mint brand Tic Tac has developed an interesting new micro entertainment proposition as it looks to build greater awareness of the brand among the youth sector.
The campaign, currently rolling out in Australia, forms part of the brand’s Tic Tac Fresh Entertainment strategy, which builds upon previous efforts such as the Tic Tac Shake & Share iPhone App which enabled users to virtually shake Tic Tac packets at others via Bluetooth.
The new Tic Tac Fresh 15 campaign is interesting due to the fact that it completely circumnavigates the destination site concept, instead opting to drive users to content via a series of fast-paced 15 second games built into display ads. The games are based on Music, Games and Movies with successful completion taking the player through to ‘fresh’ online content from various partner sites
There is of course the now requisite Facebook page helping to draw social media users into the proposition, but the overall campaign positions the brand as a curator of the web’s best entertainment from the sidelines, using a tailored banner ad style approach.
“The traditional model is to drive audiences to a single online location and measure their engagement. It works for some but it’s not always in the interest of the audience or the brand experience,” said Alberto Donnini, Tic Tac senior brand manager. “We wanted Fresh 15 to live where the content lives. It’s like when someone whose taste you respect sends you a cool link. We want Tic Tac to be that someone.”
The brand is currently supporting entertainment properties in more traditional ways elsewhere, such as its relatively high profile X Factor sponsorship deal in the UK, which sees the Ferrero mint offering ticket wins via an on-pack promo. The tie-in forms part of a £5 million marketing plan for 2010-2011.