Understanding the assignment, we reimagined CremBite packaging by incorporating QR codes that link to a specially crafted game on Nickelodeon India’s website, featuring Motu Patlu. This interactive experience allowed kids to collect virtual Crem Bite packets in a fun, engaging manner, complemented by a compelling call-to-action for exciting prizes. This game was the centerpiece of our campaign—a full-fledged, kid-friendly game that mirrored the adventurous spirit of Motu Patlu collecting Crembite packets as tokens, promoting it in a fun and engaging way. The initiative not only enhanced the product’s visual appeal but also drove significant user engagement, combining entertainment with brand promotion seamlessly.
The Execution
We managed the end-to-end activation of this project, from the initial brainstorming to the execution phase. Our approach involved rebranding CremBite packaging with vibrant Motu Patlu characters and strategically placing prominent barcodes and calls-to-action. The game design, inspired by the popular endless running genre, allowed players to control Motu or Patlu to collect CremBite cakes, ensuring an engaging and addictive gameplay experience. Multiple branding spaces within the game reinforced the product’s identity and equity, maximizing brand exposure and enhancing data collection for strengthened brand recall.
The campaign was not just about playing, but it was about winning too. We promised and delivered exciting prizes like PlayStations and bikes, adding a layer of anticipation and gratification to the engagement.
This campaign was a phenomenal success, not just in terms of numbers but also in achieving its core objective: to create a memorable, engaging product experience that resonated with the kids and their love for Motu Patlu. The campaign demonstrated the compelling synergy of innovative packaging, interactive content, and leveraging of popular IP to create a captivating and entertaining marketing experience.
We’re proud to have led a campaign that established better standards for brand engagement and customer interaction. Crafting an experience that brought joy not only to children enjoying CremBite cakes but also to us, reflecting our commitment to creating memorable experiences.
