Golocard
- Brand
- Negroni
- Year
- 2021
- Objective
- Sales
- Industry
- Food & Drink
- Mechanic
- Arcade & Action
- Platform
- Web
Objective
Negroni wanted to drive sales of Golosino, one of its key children's sausage lines, during the competitive summer season by giving families a reason to reach for the multipack. With 2021 an Olympic year, the brand built a sports-themed promotion designed to turn a everyday packaging moment into a collectible, replayable experience for kids.
Solution
Buying a Golosino multipack gets you three collectible cards, each showing a character from one of nine sports — tennis, football, water polo, gymnastics, volleyball, swimming, karate, athletics, rowing — along with an elemental power (lightning, wind or wave) and attack, defense and "Golosino" scores. Kids use the cards to battle each other in three different play modes, no app or sign-up required. Flip a card over and a QR code opens a mini-site for that sport, with quick facts about the discipline and a matching mini-game — a puzzle, a memory match, or a spot-the-object hunt. A companion site shows off the full nine-card deck and spells out the card-battle rules for anyone building a collection.
Results
The campaign's mini-games drew close to 18,000 plays, totaling more than 140 hours of play time, while campaign landing pages logged 25,050 visits, mostly from Italy.
- 1
The promo starts inside a multipack of Golosino Negroni snacks, where the buyer finds a set of three collectible Golocard trading cards, one for each of three elements, ready to play with immediately.
- 2
Each card shows an illustrated athlete representing one of nine sports (tennis, football, water polo, gymnastics, volleyball, swimming, karate, athletics, rowing), tagged with one of three elements — lightning, wind, or wave — and printed with three stats: attack points, defense points, and Golosino points.
- 3
Two players face off using the physical cards in one of three head-to-head modes: elements against each other, attack/defense stat comparisons, or Golosino-points comparisons; the campaign site golosino-negroni.com displays the full card set and spells out how each mode works.
- 4
Flipping a card over and scanning its QR code opens a dedicated minisite for that card's specific sport, which opens with a plain-language rundown of the sport and a handful of trivia facts about it.
- 5
Each sport's minisite hosts one themed browser minigame, open to anyone who scans in without registering: a 16-piece drag-and-drop jigsaw of the athlete in action for volleyball, karate, and rowing; an 8-card memory match pairing athletes with sport-specific gear for athletics, gymnastics, and swimming; or a hidden-object hunt for 6-7 balls scattered in an illustration for football, tennis, and water polo.
- 6
Completing the minigame closes out that sport's session and points the player back toward collecting the full nine-card set, prompting further multipack purchases.
