Candy Crush is so two months ago. Devondale's Dairy Dash is as fresh as... chilled milk.
As part of a new campaign for Australia's farmer-owned dairy company Devondale, Oxygen Interactive is launching a mobile game to reward consumers who purchase Devondale long life and chilled milk. The prize? Possibly winning a share of $100,000.
The game, Dary Dash, is free for all consumers and is avaliable on IOS, Android and Facebook and is fronted by Devondale cow Matilda. However, to win part of the prize pool, consumers need a unique code that's found on Devondale milk packs and only revealed once they're cooled.
Devondale marketing manager Kit Rahman said the campagin aims to get around a number of key challenges for the brand.
"With our long life milk, the issue has always been around driving consumption and repeat purchase. We know that if consumers put the product in the fridge, rather than their pantry, they're far more likely to consume it. Therefore this promotion is a prompt to chill the product straight away," Rahman said.
Dairy Dash was launched today with an iOS version avaliable through the App Store, an Android version avaliable through Google Play and a Facebook version on the Devondale Facebook page. All can also be accessed on a dedicated site: dairydash.com.au
Promotional stickers will appear on Devondale long life and chilled milk in the coming weeks.
