MSN: Socialising Chuck

This New Zealand campaign for Chupa Chups, the lollipop brand, exploited the Windows Messenger platform to encourage people to download and exchange branded materials, as well as engage with the brand's profile on Bebo, the social media service.

MSN: Socialising Chuck

IF YOU WANT TO BE EMBRACED ONLINE, OFFER THE RIGHT TOOLS.

BRIEF: Introduce and enliven new Chupa Chups brand ambassador, ChuckCLIENT: Brand LinesTARGET AUDIENCE: Generation YPLATFORMS: Windows Live MessengerAGENCY: Mitchell & Partners Ltd

Campaign overview

The local brand managers of iconic lollipop Chupa Chups wanted to enliven new brand character Chuck. He had to be relevant and accessible to online audiences. Getting there required the right tools for Gen-Yers to include Chuck in social circles and celebrate his essence – life less serious.

MSN solution

Windows Live Messenger, including Personal Expressions Pack and...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands