Habbo and Capri Sun Brand Partnership

Background:

Coca Cola’s Capri Sun brand was looking to re-engage a younger youth audience in a meaningful way and looking to achieve cut-through and affinity with their brand.

The FMCG drinks market is extremely hyper-competitive with a myriad of competitors for consumers to choose from. Creating cut-through for Capri-Sun was key.

The goal of this partnership was to create a long-term integration which was a hybrid branded content and marketing co-op partnership.

The Big Idea:

We created an integrated programme of summer fun as brought to you by Capri Sun and Habbo in a partnership where Habbo users could get involved with both in the virtual and real world.

The partnership featured a bespoke Virtual Summer theme park that users’ avatars could immerse themselves in the Capri Sun experience, launch Capri Sun inspired missions and games to win virtual branded collectables. Limited edition virtual items in Habbo were seen as massive social currency that drove conversation and word-of-mouth marketing. The mechanics of this campaign were designed to make Capri Sun the toast of our community.

The integrated partnership also featured Habbo branding on 70 million packets of Capri Sun, each featuring a unique code that allowed the recipient to redeem the code on Habbo to acquire virtual Capri Sun and Habbo branded virtual goods as well as real-world prizes such as Scooters, PlayStations and Nintendo consoles.

The Results:

We engaged over 200,000 young people on Habbo who joined the bespoke Capri Sun and Habbo partnership page. Dwell-time was extremely high in the Virtual Theme Park, over 3 and a half minutes spent with the brand on average.  

We also created a brand integration study via Dentsu Aegis’s research arm where brand favourability and purchase intent metrics all shifted towards a positive uptick for the brand which was isolated down to this partnership.

Testimonial:

“The Habbo Hotel platform is not only one that is unique in both its community and its look and feel; it also has the flexibility that allows advertisers such as Coca Cola and Capri Sun to be truly creative and engaging with its audience”

Kathryn Maytham, Associate Director, Digital Strategy, Mediacom; formerly of Vizeum