Kraft Foods Inc. is using an online game to target children ages 8 to 12 for its new X-Treme Jell-O gel sticks product.
Called Arctic 3D Racer, the game by Skyworks Technologies Inc. is up on www.xtremejello.com, www.jello.com, www.nabiscoworld.com and www.candystand.com, all Kraft sites.
“Kraft is appealing to that demographic, which is obviously a demographic that is pummeled with a lot of noise from music, from movies, from the Internet,” said Garry Kitchen, president/CEO of Skyworks, Hackensack, NJ. “We're getting to them with something that's edgy, that stands out among the noise.”
Launched in March, the X-Treme Jell-O gel sticks come in six flavors — green apple, cherry, watermelon, strawberry, blue raspberry and tangerine.
For the Arctic 3D Racer game, players compete with other Arctic racers in a snowmobile to overcome obstacles and reach the finish line with as many points as possible. Kraft food items picked up during the race inject the racer with short bursts of turbo speed or ammunition. The ammunition can be used to slow the other racers.
Racers can opt for snowmobiles emblazoned with the colors of X-Treme Jell-O, Lifesavers' Kickers or Chips Ahoy Cremewiches. Scores can be posted on the site for comparison with other players.
“They're generating brand impressions by putting up a piece of content that kids will come to play again and again, so to that extent it's also a brand impression buy,” Kitchen said. “They're also trying to create a positive image for the brand, in this case an extreme image.”
That image comes via the game's 3-D features using Shockwave 8.5. The technology offers an experience closer to computer or console games with a camera that can move anywhere.
“Everything in the game is mathematically calculated in real time, allowing this immersive experience,” Kitchen said.
This is the first time Skyworks has applied this technology for a Kraft product. The developer has created games for Nabiscoworld and Candystand. Next month it will launch a 3-D game on nabiscoworld.com for a new Nabisco product.
For X-Treme Jell-O, Kraft looked at licensing Skyworks games with water sports, mountain biking and winter sports themes.
“Winter sports, for whatever personal reason, appealed to the brand the most,” Kitchen said.