innocent Online Consequences Game.

In autumn 2009, innocent drinks launched a big game of online consequences with the help of Francesca Simon, one of the UK’s most popular children’s authors and winner of the 2008 Galaxy British Book Awards Children’s Book of the Year.

In autumn 2009, innocent drinks launched a big game of online consequences  with the help of Francesca Simon, one of the UK’s most popular children’s authors and winner of the 2008 Galaxy British Book Awards Children’s Book of the Year.

Special free fridge magnets were available in promotional packs of innocent smoothies for kids. We worked with innocent to develop the campaign and the site which housed the consequences game.
 
Francesca Simon, author of the Horrid Henry books wrote the opening line of each of the 26 stories, each inspired by innocent's new alphabet fridge magnets. Every day users chose their favourite letter and story, read what had already been written and then submitted the next line of the story. At the end of the day the winning line was chosen and uploaded to the site, ready for the competition to start all over again.

As well as providing information about the health benefits of smoothies for kids, the site also provides story telling tips by Francesca who believes that “knowing how to tell a story is a really important skill for kids to develop as it helps educate them on so many levels, from improving their literacy to learning how to use their imagination. I’m really excited to be a part of innocent’s consequences game as it’s a great way for kids – and parents – to develop and practice this skill on a daily basis in a fun way.”

This campaign is a further reflection of innocent’s commitment to their audience and their use of co created content, using it positively to develop a highly engaged community of people dedicated to the brand.

Ted at innocent commented: “The big game of consequences website plays a pivotal role in innocent’s ongoing engagement of our kids audience. Soup conducted bespoke research into children’s digital behaviors and have delivered a highly inviting and rewarding online experience for kids. We’re now very eager to see how each of the stories started by Francesca Simon evolve from here.”