For the fifth year in a row, Upstream designed and is currently implementing a worldwide interactive campaign for Nestlé cereals. This time, the campaigns concept is based on the new worldwide release of Spiderman 3 and invites Nestlé’s teen audience to a virtual journey, in the adventurous world of the super-hero and anti-hero.
In order to participate in the game, consumers have to sendvia SMS or over the Webthe code found on packages of Nestlé’s Golden Grahams, Lion, Milo and Nescau Cereals. Thereby, they enter an adventurous journey where they are asked to choose the mission they want to undertake. To tackle their chosen threats, participants are called to make decisions, which advance the game. According to those, they receive skill points, which are accumulated for each participant throughout the promotions duration.
Once they have accumulated enough skill-points participants battle either friendsonlineor computer controlled Villains. When a friend battles another friend it makes no difference if they are using a PC or a mobile a pc participant can battle someone on a mobile and vice versa. The key was to have as many players as possible and erase the lines between the platforms a worldwide first.
The Spiderman 3 interactive promotion launched on March 07 with great media support and instant high redemption rate.