Chuck's Lol-A-Coaster

Objective

Chupa Chups, a global confectionery brand, needed to engage young consumers and drive consumer participation through an interactive promotional campaign. The brand launched Chuck's Lol-A-Coaster as a mobile game tied directly to in-pack promotion, creating a mechanism to encourage purchase of Chupa Chups lollipops and participation in a prize draw offering real-world experiences.

Solution

Chuck's Lol-A-Coaster was an iPhone and iPad game developed by The Taboo Group and Pachinko Pictures, featuring the brand mascot Chupa Chuck riding roller coasters around the world. Players navigated themed coaster tracks while collecting lollipops and avoiding obstacles. The game was tied to a purchase incentive: consumers bought a Chupa Chups lollipop, entered a unique code from the package on the campaign website, and gained entry to a prize draw. Winners could win all-expenses-paid trips to ride roller coasters in Japan, Germany, and the United States. The game was developed using Flash, XCode, and Photoshop, available on iTunes starting January 2012.

Results

The campaign offered three winners the chance to win overseas trips to the US, Japan and Germany, allowing them to sample the world's best roller coasters. Specific engagement metrics, participation numbers, and campaign ROI were not published.