Urban Game Drive with VitaminWater

by Nic Haralambous on 24/03/2009

The Glaceau VitaminWater campaign started with “random” drops of test cases of VitaminWater to key people throughout the blogging community as well as key stores.

I was fortunate enough to receive one of these trial cases with the various flavours and quirky messages on the bottles. I’m hooked.

The marketing is fresh, the brand is funky and the product tastes good. It’s apparently good for you too.

But then I was asked to participate in an Urban Game Drive today.

This is what we drove around Rosebank/Parkhurst area in:


Urban Game Drive

Urban Game Drive

We drove around with a Gorilla in one of the chairs, a videographer in another and an “Urban Game Ranger”. I was classified as a Sabretoothmongoose, you know, one of those people who sits in an office and pops their head over partitioning to see what’s going on in the office around them, that’s me, you, us as bloggers, apparently.

We passed various urban game such as the carguarduselasaurus (or something to that effect) and stopped outside the magnificent Espresso in Parkhurst who after a while called the owner to forcibly remove us.

The marketing is brilliant, every car we passed would have a head twisting to see what we were about, every person on the street would wave, kids were gawking at the gorilla to my left and I was reveling in the brand awareness being created.

Here’s the video and some more photos from my ride around town:

nharalambous@gmail.com

There are 8 comments in this article:

  1. 24/03/2009Melissa says:

    From the case drop to this I really dig it….who else was on the drive? Be interested to see what other mkt elements they’ve used….v cool campaign, something different TG.

  2. 24/03/2009justB[coz] says:

    Wow, this campaign is turning out to super effective, isn’t it?

    From what you’ve shared with us so far, it’s on a highly original and fresh track and getting tons of attention as a result … great stuff!

  3. 24/03/2009Vaughn says:

    Errrr, guerilla or gorilla?

  4. 24/03/2009Nic says:

    Vuaghn – thanks alot, changes made.

  5. 24/03/2009Dolce says:

    who put the day together? The brand itself, or an agency; any idea?

  6. 25/03/2009thurlow says:

    hi,

    ja, we had a great time with the sabre toothed mongoose, contrary to darwin’s origional prognosis we believe that the sabre toothed mongoose may indeed mate, the urban gamedrive was conceptualized and produced by thewinwingroup, the larger sprinter sampling vehicles are based on the glaceau international formula (re formatted slightly by winwin). vitaminwater is a very witty and sussed brand, a pleasure to work on.

    thurlow

  7. 25/03/2009Devon says:

    Incredible concept. Amazing variety of animals which can be spotted at the Parkhurst watering hole.
    This campaign will definitely get people talking. Excellent experiential marketing vehicle. Excuse the pun.

  8. 30/03/2009Lindi says:

    Does everyone know that VitaminWater Is being sue for false advertising.

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