Nurishment Filling Station

Giving Nurishment fans the taste of adventure!

Huddle Media is an agency that live and breathe results-driven Social Media. When their client, Nurishment, got in touch needing an engaging online social campaign that incorporated key gaming conventions, they knew they’d need to whip up something special.

A new challenge

Nurishment were after more than just a simple social campaign; they wanted to reinvigorate their brand and make themselves known to a new target audience.

Grace Foods UK’s Head of Marketing, Nyree Chambers said that “the explosion in retro gaming is driven by the penetration of smartphones and retro gaming is an ideal fit for Nurishment drinkers”, but whilst they had their eyes set on winning over this new demographic, they weren’t quite sure how to set about it.

The game has been a great engagement tool and the perfect way to bring our campaign to life

Colin Sneath, Huddle Media

The Filling Station

Huddle Media reached out to us to help come up with the perfect game that would fit seamlessly with their wider #OldSkoolNewCool campaign and help this new target audience to engage with the Nurishment brand.

Working to their campaign aesthetic, we re-skinned our Runner engine to feature a Nurishment can as the playable character, jumping its way across factory conveyor belts, collecting vitamins and leaping over retro icons such as Rubik’s Cubes and boomboxes.

Gamers and Footballers

The game was taken to EGX in Birmingham and the PlayExpo in Manchester, where Nurishment was the official drink of the event. Gamers in their masses were invited to hang around the stand to play the game on multiple iPads and enjoy free samples of the Nurishment drink.
Carrying on the hype online, Nurishment’s first brand ambassador, international footballer Daniel Sturridge, challenged his social followers and the Nurishment audience to knock him off the leaderboard. Brave man!

Kudos all round

Colin Sneath, Huddle Media MD, told us “the game has been a great engagement tool and the perfect way to bring our #oldskoolnewcool campaign for Nurishment to life and engage gamers with the brand. We’re delighted that both our target audience and Daniel Sturridge love it!”

Results

293,984 brand minutes delivered via game play

Average stand dwell time of 9 minutes at EGX and PlayExpo

Online community developed via brand ambassador challenges