2 Mins Of Soy Goodness
- Brand
- SoyJoy
- Year
- 2011
- Objective
- Sales
- Industry
- Food & Drink
- Mechanic
- Puzzle
- Platform
- App
- Agency
- Omnitoons Singapore
- With
- XM/JWT Singapore
Objective
SOYJOY wanted to own the idea of a guilt-free snack break for working women professionals in Singapore, an audience the brand felt was pushing their bodies too hard every day. The campaign, the first major work to come out of SOYJOY's new partnership with XM/JWT Singapore, set out to give women a two-minute taste of what stepping back to take care of themselves actually felt like, and to carry that idea from the snack bar wrapper straight into a digital experience.
Solution
Players pick their platform - an iPhone app or a game on SOYJOY's Facebook page - both hosted from the brand's promo site and led by Oba, an offbeat Japanese host character. On the iPhone, it's a casual game session; on Facebook, a set of brain-teasers. During the day's usual snack-break windows, a bonus round opens up, and to play it the user types in a code printed on their SOYJOY wrapper. Clearing the bonus round unlocks an exclusive video of Oba. Players who keep coming back to unlock all 12 bonus rounds go into a grand-prize draw for a trip to Paris, with monthly prizes along the way for the best scores.
- 1
Players discover the campaign through SOYJOY's promo page or its Facebook page and choose which version to play: an iPhone app or a Facebook canvas game.
- 2
On iPhone, players install a free app built around a casual game sized for a two-minute snack break; on Facebook, players open a canvas app and play a brain-teasing puzzle game.
- 3
A host character, Oba, an eccentric Japanese man, guides the player through both games.
- 4
At scheduled "snack times" during the day, a bonus round becomes available rather than staying open at all times.
- 5
Players unlock the bonus round by entering a code printed on a SOYJOY bar's packaging, tying play to owning a physical bar.
- 6
Completing a bonus round unlocks an exclusive video featuring Oba as a reward.
- 7
Players log their scores; the top monthly score in each game wins ION shopping vouchers worth SGD 800.
- 8
A player who clears all 12 bonus rounds over the campaign and logs a score qualifies for a sweepstakes for a 5-day, 4-night trip for two to Paris.
- 9
The daily play cycle continues until the campaign closes on December 18, 2011, after which entries and prizes stop.
