Unilever has extended its series of Webisodes for its I Can’t Believe It’s Not Butter Spray. This one, including six animated Webisodes and one TV spot, plays off the presidential campaign.
The latest storyline features “Spraychel” in her quest to be president of the fridge. But Spraychel’s opponent, “Maxwell Butterman” tries to block her effort with his stance on old-fashioned ways of eating.
So, Spraychel is asking for the public’s help to secure the seat through an online vote, which offers the chance to win $400,000, a presidential salary. The weekly episodes, which launched June 23 at www.VoteSpraychel.com, run through July 27.
At the site, visitors can also play online games for a chance to win $15 Target gift cards, read about the “political” issues and spread the word about campaign to friends. Visitors can also download a 50-cents off coupon for the butter spray.
“We have had great success in integrating I Can’t Believe It’s Not Butter Spray into new media outlets to broaden our consumer base and create a connection that is not easy to achieve through traditional outlets,” said Keith Bobier, senior director of marketing at Unilever, in a statement.
The campaign marks the fourth year that the company has built a campaign around its heroine, Spraychel. Last year’s effort, “Sprays in the City,” garnered more than 1 million unique visits to the Web site and a more than 50% boost in brand awareness among visitors.
The promotion is being marketed through Unilever’s partnership with MSN and MSN Games, where people can play a series of online games featuring Spraychel for President characters. It also is spreading the word through a media buy with MSN and PR efforts targeting bloggers and influential media.
In addition, the company created a fan page on Facebook www.facebook.com/pages/Spraychel-for-President/37662116264. ComCast Interactive and DirectTV will also air the Webisodes and a TV spot to support the effort.
Story Worldwide handles the Creative and online work, M Booth & Associates is in charge of PR and Mindshare oversees media buying. Don Jagoda Associates, Inc. is handling prize fulfillment for the sweepstakes.
