V Energy drink launches ‘V Robbers’ online promotion via Colenso BBDO New Zealand

Frucor Beverages and Colenso BBDO NZ have launched ‘V Robbers’, a new online promotion where V Energy drink consumers steal their share of the $100,000 prize pool.

V Robbers takes place in an online city, where players are assigned a hideout to store their cash. Using a city map, they can sneak a peek at which players have stolen the most cash, and form a plan of attack to steal their share.

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To get in the mind-set of the robber, players create an online alter ego; complete with an alias and webcam mug shot. Specially marked ‘V Robbers’ cans hold the codes that are the key to the game, and let players choose between protecting their cash or having a go at stealing cash from other players.

Says Aaron Turk, digital creative director, Colenso BBDO: “We’re bound to ruffle a few feathers for promoting stealing, but let’s be honest, the idea of stealing your share of a cash prize is way more interesting than winning it. We wanted to challenge the traditional WIN WIN WIN promo mechanic.”

It all wraps up on Sunday 31st March 2013, when their online cash turns into real, cold, hard cash. Each player gets to walks away with whatever share of the $100K they have been able to steal over the 8 weeks.

V Robbers blurs the line between a traditional consumer promotion and an integrated brand idea. The online environment gives consumers a deep, entertaining and engaging experience with V that might even pay back in actual cash.

Says Luke Rive, marketing manager – Energy, Frucor Beverages NZ: “Engaging with our consumers in a meaningful way requires ideas which are both creative and compelling. We need to play in their world. Colenso have been integral in pushing the boundaries and achieving this with the V Robbers campaign.”

Agency: Colenso BBDO

Assistant Brand Manager – Energy – Kate Van Der Linden