Nestle is gearing up to launch a pan-European online marketing
initiative for its Nesquik milkshake brand, through online agency
The interactive marketing initiative will target children online,
attempting to get them to interact with the brand through the web.
The site, nesquik.co.uk, targets children aged between seven and ten
years old and aims to associate Nesquik with everyday, recreational
activities for children.
The initial version of the site encourages children to build their own
tree house, using cartoon-style animation. Children using the site can
choose, among other things, the colour of the tree house walls and roof,
the shape of the window and who inhabits it.
Interactive stickers are also a part of the strategy. There are six
different ones to collect and when placed in the online sticker album
they become animated. They also interact with each other when placed
side by side.
The activity will run across most of Europe, and is to be supported by
offline advertising. Matthew Day, the senior brand manager at Nestle UK,
said: "The strategy is to be really interactive and provide frequent,
relevant content, so we're confident kids will keep involved with the
Zentropy's Andrew Mason and Andrew Tonkin were the art directors on the
campaign. Matthew Greenhalgh was the interaction director and Andrew
Leszczyski and Fabio Fabrizio were the technology directors.
Zentropy Partners, which counts Compaq and Interbrew among its clients,
is part of McCann-Erickson.