Britvic Turns To The Internet For Tango Advertising

Internet advertising is becoming increasingly popular amoungst FMCG brands and Britvic has announced plans to increase its investment in new media with an extensive campaign to promote its Tango softdrink online.

The campaign is based around an on-pack promotion, developed in association with PlayStation 2, which offers consumers the chance to win PlayStation 2 products on 40 million Tango cans and bottles.

To enter the competition consumers will have to text the unique code from promotional cans and bottles, which also provide the password to an exclusive online game at www.tango.tv/gameon.

The special games microsite was designed by digital agency Grand Union and has been developed in response to Britvic’s belief that gaming is an increasingly important part of youth culture.

The highest score by the end of the year will win the top prize of a personal appearance in a PlayStation 2 game. There will also be PlayStation 2 gaming discs included on promotional 12 packs of Tango and a voucher on 2 litre bottles for money-off PlayStation products.

According to figures from the Advertising Association, internet advertising spend increase by 16.8% year on year during 2002 to reach £197 million (see Nominal Growth For Advertising Market In 2002).

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