Katie Rawll, Brand Controller at Britvic said, 'We knew that a viral campaign was a great way to reach our target audience and raise awareness of the J2O brand. Graphico’s idea for the J2O e-game was both edgy, slick and builds on the existing creative theme. It’s exceeded all expectations as over 15,000 people forwarded the game in the first 48 hours after it went live – that’s before we even kicked off the campaign on 26th February.'

The game was placed on sites such as Maxim and the UK Pub Zone by Ketchum Life, Britvic’s PR agency.

Graphico’s brief was to create an e-game to form part of J2O’s integrated marketing campaign aiming to increase brand awareness of J2O as a credible alternative to alcohol and as an ideal pacer. This credibility comes from the fact that J2O allows you to still be part of the round even though you are not drinking alcohol. The game was also intended to initiate a dialogue between target consumers and the brand and capture details of these targets. At each level of the game, due to increased alcohol consumption, users must pay a visit to the toilet and are then challenged to keep their aim on the toilet bowl. Points are gained for keeping the stream in the toilet. As the user gets more drunk and the target roams around the bowl, users must control their mouse to stay on target, until their ‘Bladdermeter’ empties for each level. If their aim goes off target too often J2O pops up and is offered as a pacer and therefore another chance to continue playing the game. Players can register their score for the chance to win a night on the town with 4 friends, with £300 spending money.

Over 45,000 scores have already been registered, and 25,000 consumers have already opted-in to receive more information from Britvic.

As J2O is aimed at young men and women from 18-35, the game needed to appeal to both sexes. Graphico played on the ‘Battle of the Sexes’ theme, pitting the girls against the boys and encouraging the user to send the game on to both sexes for further viral promotion.

Said Graham Darracott, Sales and Marketing Director at Graphico New Media, 'This is a great result for us! We’ve been creating viral campaigns for our clients for years but this is the most successful game we have ever created. The results have just blown us away and they really demonstrate the power of viral marketing and the impact that discrete targeting can have on the right audience.'

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Graphico is a new media production house that specialises in the design and production of creative new media solutions for Internet, E-commerce, Enhanced CDs and Interactive Television. Graphico offers a comprehensive range of in-house design, creative, development and consultancy services. Since 1990 Graphico has been creating innovative and award winning applications for clients including Pepsi, 7UP, Britvic, BBC, Vodafone, BMW (UK), Corel Europe, Little Chef, BMG Entertainment, Universal Music, Chivas Bros/Pernod Ricard, Coutts Retail Advertising, Silver Spoon, Carlton Interactive, 19 Management. For more information, or to view Graphico’s work please visit: www.graphico.co.uk For more information contact Emma.
T: 0207 436 4336