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Slim Jim
Gets ‘Spicy’ with Interactive Campaign
Amy Johannes
Promo
June 4, 2008
ConAgra Foods is
giving its Slim Jim brand a kick with a new campaign
that promotes the snack’s “spicy side” through
interactive experiences.
Visitors to http://www.SpicySide.com can create an
avatar by uploading photos to show their “spicy side,” a
smaller version of themselves that goes crazy when they
eat a Slim Jim. People can also explore “Spicy Town,”
the fictitious online town, to find hidden Slim Jims,
chat with friends and challenge others on fighting
platforms like “Street Fighter” or Mortal Kombat.”
More than 1,100 spicy side avatars have been created
since the campaign’s launch on Monday. The brand is
supporting its theme with a tagline, “No one is
responsible for what happens when a spicy side gets
their hands on a Slim Jim.”
TV spots and P-O-P displays will drive people to the
microsite. Gaming and social networking experience will
also be part of the campaign on Facebook, MySpace, IGN
Entertainment Games and World Wrestling Entertainment.
Venables Bell and Partners is handling the campaign, its
first since winning the account last year from Crispin
Porter and Bogusky. The agency partnered with Mechanism
to produce the Web site. |
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