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|“Will Richard Survive?”|
|Friday, 10 August 2012 10:48|
That’s the question on everyone’s lips this week, as viewers count down to the final episode of the 10-episode online short movie series, called Spin TV. The series, from Spritzer, the Malaysian leader in bottled natural mineral water, tells the story of teenager Richard Tan, the protagonist, and the many twists and turns, dramas and moments, that fill his life.
More than just passive viewing, the series also gives viewers the chance to inspire the directors of the short films to script and shoot ‘what happens next’ in the teenage boy’s life in the following episode and win big every week.
Presented by Spritzer’s Tinge flavoured mineral water brand, the series is designed to dial the social sentiment among Malaysian teenagers in a category that is fiercely contested amongst several national and international brands of carbonated drinks, juices, energy drinks and non-alcoholic beverages. Detailing the campaign, Mazuin Zin, Managing Director of Lowe Malaysia, the agency behind the campaign said, “In such a cluttered category, and at a time when fighting for shelf space and share of the ‘last mile’ in the customer purchaser journey is so challenging, we knew we needed to think of a solution that made people reach out for the product.
This campaign makes our core target – the Malaysian teenager – do just that. “Teenagers love to share stuff socially that is unexpected, outrageous and often considered downright absurd/edgy. Our new positioning for Tinge – the water with an unexpected twist – gave us the ideal springboard to script an online engagement program that promised Malaysian teens social entertainment that is full of twists and turns. And the Tinge bottle became their pass to this twisted world of social entertainment.
“To watch the series, the public can either scan the QR code on the Tinge bottle or visit the Tinge Facebook book to download the movie app, and then tune into the series. The success of the series can be seen by the chatter it has generated, with viewers sharing and airing their views about the character, the storylines (and with it about Tinge as well), amongst their respective social networks. “The idea stems from the fact that Malaysian teenagers interestingly lead the global pack in terms of online content generation. This is essentially about a movie in a bottle. As simple and as engaging as that,” concluded Mazuin.