To celebrate Shaquille O’Neal’s new life with the Cleveland Cavaliers, CytoSport developed a partnership between the basketball star and its Muscle Milk protein-enhanced beverage brand.
To celebrate Shaquille O’Neal’s new life with the Cleveland
Cavaliers, CytoSport developed a partnership between the basketball star and
its Muscle Milk protein-enhanced beverage brand. The promotion included a
limited-edition bottle, available exclusively in O’Neal’s new home state of
Ohio (of course, this was all before Shaq joined Boston, the announcement
breaking as we went to press).
In addition to a graphic redesign, the 14oz bottles received
an augmented reality element: an “AR” marker on the back label directed users
to a website where, after holding their bottle to a webcam, they could watch as
“Shaq” expressed his newfound love for Cleveland. Five randomly generated
animations had him talking about local icons like The Rock & Roll Hall of
Fame, The Key Tower, Lake Erie, Cedar Point and Interstate 90.
The Bottom Line:The limited-edition bottle resulted in up to a 50 percent increase in sales of
the chocolate Muscle Milk sku in Ohio with key retail partners during the
January 1, 2010 through
May 31, 2010 promotion.The special packaging was supported by in-store point of
sale, out of home advertising and radio in six Ohio markets. (Package design:
Pereira & O’Dell,www.pereiraodell.com;
Augmented reality: Zugara,www.zugara.com)