Musical Chairs

Objective

Glacéau Vitaminwater, as an official worldwide partner of the 2012 London Olympic Games, aimed to create a globally engaging brand experience that connected music, entertainment, and real-time competition. The campaign leveraged pop superstar Jessie J to achieve viral reach and break through crowded Olympic marketing, targeting millions of fans across 20 countries with an interactive music game that positioned vitaminwater as a brand making everyday entertainment "only better."

Solution

Glacéau and Jessie J created Musical Chairs, an interactive multiplayer music video game centered on the artist's "Laserlight" single. In real-time gameplay, six concurrent players from around the world watched the video as it paused unexpectedly at various points, displaying clickable objects; players rushed to hover their cursor over objects to "claim" them, with failures leading to elimination from that round. Winners unlocked an exclusive video ending and entered a drawing for concert tickets to Jessie J's London performance, while participants earned badges and digital coupons redeemable in-store for free vitaminwater. The game launched in June 2012 on gamesonlybetter.com, utilizing Facebook login for access, and reached 20 countries across 6 language versions.