Innocent smoothies launches 'superhero' iPhone app

By Loulla-Mae Eleftheriou-Smith, marketingmagazine.co.uk, Friday, 11 February 2011 09:50AM

Innocent has launched an iPhone app to support its "here to save the peckish" campaign, which encourages consumers to drink a smoothie instead of snacking.

Innocent: launches superhero iPhone app

Innocent: launches superhero iPhone app

The app, created by Saint, allows users to create a film involving the Innocent smoothie superhero character from the TV ads, and upload it to Innocent's YouTube channel through Facebook and Twitter.

Users can record action against a background of their choice, tilting the smoothie bottle into different postures by moving their iPhone, or changing the direction of the action by tapping the phone.

The app supports the £2.7m integrated campaign, created by Swarm@RKCR/Y&R, sister agency of RKCR/Y&R.

Adam Graham, managing partner at Saint, said: "This is one of many fresh mobile apps coming out of Saint right now – demonstrating our increasing focus on location and social media this year."

Saint recently created an online 'Snack Invaders’ game for Innocent, based on the old computer game Space Invaders. Players use their computer keyboards to navigate the Innocent superhero character around unhealthy snacks, such as cake and doughnuts, and then destroy them.

This article was first published on marketingmagazine.co.uk

X

You must log in to use Clip & Save

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Campaign Jobs

  • Consultant Ball & Hoolahan £44,000 per annum, London (Central), London (Greater)
  • Brand Manager Ball & Hoolahan £40,000 per annum, London (Greater)
  • PR Manager Fashion & Retail Personnel Consultancy £35000 - £40000 per annum + benefits, London
  • Head of Ecommerce (8 month maternity contract) Fashion & Retail Personnel Consultancy £50000 - £60000 per annum + bonus and benefits, London
  • Events Manager Fashion & Retail Personnel Consultancy £40000 - £50000 per annum, London