Background
For the 4th consecutive year Upstream and Momentum were assigned by Nestlé the creation of yet another global cutting edge on pack promotion that spoke to adults and teens alike. The Mobipets promotion revolved around 11 virtual characters waiting to be nurtured and entertained on millions of packs across the world!
Campaign
The project was launched simultaneously in France, Italy, Germany, Austria, Spain, Portugal, Greece, Cyprus and Chile. The consumer found on the pack a unique code which they validated via sms or on the microsite allowing them to download the characters to their mobile or pc.
MOBIPETS featured cool, exciting and fun pets for all ages. There were 11 pets to choose from, characters like Indie, Ninja, Monkey, Mad Fish, Lil, Fairy Princess and many more! The goal was to keep your MOBIPET happy by feeding it, playing with it and keeping it entertained at all times! You could even use your MOBIPET to send messages to your friend’s MOBIPETS!
Nestlé Case Studies
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