Kicks & Thrills
- Brand
- Rivella
- Year
- 2010
- Objective
- Engagement
- Industry
- Food & Drink
- Mechanic
- Mini-Games
- Platform
- Web
- Agency
- Mark Barcinski
- With
- Magic Bullet
- With
- SuperHeroes
Objective
Rivella wanted to give its beloved '90s Dutch tagline — "a bit strange, but quite tasty" — a modern digital life, and turn that lingering nostalgia into an active online following fast. Rather than run another ad, the brand had SuperHeroes Amsterdam build something people would return to on their own, with the campaign's Free Kick packaging seeding the first wave of visitors to the site.
Solution
The site opens on a single button on an otherwise empty screen — no menu, no sign-up, nothing else to click. Press it, and you're dropped straight into one short, absurd distraction: flick a light on and off, sit through a tongue-in-cheek stress test, take a virtual halfpipe ride, trade a high-five, or slide down a makeshift waterslide, among a handful of similarly pointless-on-purpose bits. There's no way to pick or skip ahead — the button is the only control, and each visit serves up whichever oddity happens to be live that week. A session simply ends when you close the tab, and the pull to come back is curiosity about what next week's button holds, since the roster of timewasters rotates weekly.
- 1
The player lands on rivella.nl to find a stripped-down "one button website": no menu, no sections, just a single large button under a tagline in the spirit of "een beetje raar, maar wel lekker" ("bit strange, but quite tasty").
- 2
Pressing the button is the entire interface and the core loop: each press launches a short, deliberately silly time-waster mini-activity to fill idle minutes.
- 3
What the button turns up varies by activity: "Licht Aan Licht Uit" is a single-button light on/off toy, "RSI Generator" rewards rapid repeated clicking, and "Jiehoe Halfpipe" is an illustrated halfpipe riding mini-game.
- 4
Further presses surface still more activities behind the same button — Back Chat, Vibrate, High-five and Top-up — each staged as its own hand-illustrated scene by artist LouLou.
- 5
New surprise activities are added weekly, so players who return later find fresh time-wasters alongside the earlier ones.
- 6
Players are first funneled to the button offline, via Rivella's "Free Kick" promotional packaging that points to the site at the campaign's launch.
