An augmented reality app, will turn people into a human fruit machine and enables their friends and family to win prizes.
Free bottles of J2O, money-off vouchers and the chance to win £5,000 will all form part of the campaign in pubs and bars.
Instant win
The free bottles of J2O and the £10 and £20 money-off vouchers to spend in outlet, will be available via scratchcards given away with each bottle purchased.
In addition, daily, weekly and monthly prizes are being offered on the brand’s Facebook page.
Human fruit machine
The new app, which uses augmented reality technology, alongside a J2O beermat, to turn three people into a human fruit machine to win prizes, is available from this month.By downloading it consumers can win up to £5,000.
“This is the first smart phone, game-based activation for J2O,” said marketing director Jonathan Gatward.“We are really excited about this ground-breaking use of augmented reality technology to create a fun proposition which must involve at least four people – perfect for get-togethers with friends. We are predicting a high level of engagement and visibility in participating outlets where consumers have the chance to win great prizes from the J2O Kitty.”
Wider promotion
The activity will be promoted via the brand’s sponsorship of Heart FM and a return to TV advertising.
“We’ve already seen strong consumer engagement with the J2O Kitty and fully anticipate these will strengthen further and provoke excitement in outlet,” said Gatward.
In April the company added Pear Gold to the brand's line-up, in a bid to lure in cider drinkers.