In conjunction with the debut of its new Mizone CocoPina variant, a mix of Coconut and Pineapple flavours, Mizone has launched Indonesia’s first ever branded bookmarklet game: Tembak-Tembakan CocoPina.
Developed by VML Qais, part of Y&R Group Indonesia, the campaign aims to bring sunshine and fun to people stuck indoors during the unpredictable rainy season that just started in Indonesia. Through the use of branded content on Facebook and online media, desktop users are directed to the Mizone CocoPina website (http://www.mizone.co.id/cocopina), where they can install the bookmarklet game.
The directions of the game are quite simple - drag the large orange box into the bookmarks bar, load any website on the internet, launch the bookmarklet and start playing. The game consists of a flying Mizone CocoPina bottle that fires Coconuts, Pineapples and Suns at elements of the target website, controlled by the arrow keys and the space bar. Users have one minute to cause as much mayhem to their target website as possible, earning points along the way. Hitting words such as ‘rain’, ‘flood’ and ‘galau’ (depressed) earn extra points.
As part of the initiative, VML Qais also created two rain-themed blogs, Ujan Tetep Semangat (http://www.ujantetepsemangat.com) and Ujan Bikin Gila (http://www.ujanbikingila.com). Each week for the first month, the blogs will become the targets of a competition, with the top scores each week winning an iPod Shuffle. The first few days of the campaign have already logged thousands of plays.
Peter Harjono, brand manager at Mizone, noted that the Mizone is always there to bring ‘semangat’ back to its consumer. “Through this game, we hope to do the same, and bring a little sunshine and refreshment during this period of time.”
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Piotr Jakubowski, Head of Digital at VML Qais Indonesia, said that the objective of the game was to do something for the launch of the new Mizone CocoPina that was entirely different and innovative in the Indonesian digital space. “We wanted to root the engagement in local insights, and provide Indonesians with a simple, fun escape from the gloominess of the rainy season,” he added.