MUMBAI: Coca-Cola has tied up with C2W Digital, the digital agency of contests2win.com.
The ‘Coke Dare Series‘ has been launched and features two advergames, made for the fans of the Delhi Daredevils Indian Premier League (IPL) franchise.
The series is based on the IPL tournament where players can step into the shoes of the Delhi Daredevils and play matches. The game is being positioned as a complete package from the toss to batting and bowling.
The twist in this game is a ‘Dare’ that the bowler / batsman can throw at the opposition, winning which will ensure the game will be won by the team / player at that moment itself.
The second game, Runathon, emulates a game that involves challenging friends to beat the score. The player has to keep the cricket ball up in the air for as long as possible while collecting runs which appear on the screen.
The games are hosted on www.delhidaredevils.com/cokedaredevils and can be played without registering also. This is a part of the digital initiative that Coca-Cola has undertaken for the IPL and it is on full display on the website www.delhidaredevils.com with an option for an user to become a Fan of the Delhi Daredevils.
The beverage conglomerate has done a double take on this promo by launching a sales linked promo also in which every Pet bottle of Coke has a nine digit code that can be used to accumulate runs and also to register online on www.delhidaredevils.com/cokedaredevils. Every member who registers becomes a Classic Member and is entitled to a freebie. Users also have the option of becoming Silver and Gold members by paying Rs 599 / Rs 999 on the site and avail of prizes.
Coca-Cola brand manager Avishek Mandal said, "We have been working with C2W Digital for the last many years for digital and sales linked initiatives. This time around we wanted a 360 degree inclusive approach and wanted to activate the digital platform in addition to on ground and retail activation. Gaming is catching up in a big way in India and for IPL and our association with the Delhi Daredevils, games is a must have."
C2W Digital business head Gaurav Sharma says, "The brief was simple from Coke - to create engagement with the Delhi Daredevils and IPL in a fun and engaging manner. Advergames help a brand weave brand communication in a very seamless and fun manner. Flash based games are becoming increasingly popular in India and are among the top activities for online users. Since the games went live recently they have registered nearly 50,000 plays."
