Royal Club - The Challenge
Background
Royal Club is a leading Dutch soft drink brand, best known for their Bitter Lemon and Tonic drinks. The brand primarily emphasizes the quality of its products, offering the consumer a wide choice of drinks with an advanced taste.
Challenge
The brand of Royal Club is well known out in the field, but little online. Royal Club wanted to achieve online expansion. But how do you build a brands core values online and keep it both relevant and entertaining? That was the real challenge.
The idea
We created an online challenge based on Royal Club’s brand proposition. The challenge ‘How socially evolved are you?’ consisted of two elements. First, the Facebook activity of the visitor was analyzed. Second, a series of hypothetical situations were addressed to the visitor to test the real life social skill. All set in an interactive and attractive environment. The final result of the challenge, ranged on a scale from amoeba to superhero, could be posted on their Facebook walls, encouraging friends to participate as well. Of the top ten, three contestants were chosen to gather as much likes and virality amongst friends as possible. They had to come up with their own strategy involving Royal Club to win the grand prize: a car!
