V Energy Drink – Starts with V
Working with Colenso and The Sweetshop we created a “Starts with V” campaign for V Energy Drink (AU & NZ) which combined broadcast, online, real world and social media activations.
The idea was to build a mobile instant graffiti machine that could create urban art in a fraction of a second. The Sweetshop developed a multi-barrelled paintball gun that could be fired against a surface to create a pixelated piece of instant artwork. When completed, this machine was the star of a TV commercial that played in New Zealand and Australia.
The Rumpus Room lead the online communication and experience of the project. We built a digital version of the gun where users could design artwork for it by drawing images or uploading them via desktop, Facebook or webcam. Once the user was satisfied with their artwork the software generated an emulation of it being fired by the gun. These emulated videos could be submitted to the campaigns microsite and shared directly into social networks.
The best submissions, as voted by users, were then fired through the actual paintball machine gun at a live event.
The Rumpus Room also lead the social media strategy and management of the campaign, highlighting exciting activity and encouraging campaign engagement through competitions, conversations and challenges.
Behind the scenes material and highlights from the broadcast, microsite and event were strategized across social platforms to create a cohesive and exciting campaign experience for the V Energy Drink community.
