Commentary

Avenue A | Razorfish/Euro RSCG Worldwide - Nabisco/Ritz, "Open for Fun"

  • by August 26, 2008
Avenue A | Razorfish/ Euro RSCG Worldwide
Nabisco/Ritz, "Open for Fun"
http://slant.avenuea-razorfish.com/Awards/
Finalist Rich Media Campaign

Andrew Tidy, associate creative director; Sandy Jachs, account director; Jennifer Snow, senior art director; Robin Dafforn, copywriter; Romke De Haan, senior presentation layer developer; Shane Dubay, senior designer; Katie Richardson, QA tester; Marie de Luna, senior technical architect

Kraft's buttery ritz crackers are well-known and beloved by consumers, but the brand's offline marketing efforts had been growing a little, well, stale, until Avenue A|Razorfish came up with a rich media effort that injected a little fun, transforming it from a snack food to a "party cracker." The "Open for Fun" effort featured a series of game-based rich media banner applications enabling users to literally play with the Ritz brand. By clicking on Ritz crackers in bright and colorful banners, users launched classic games like tictac- toe, trivia challenges and a memory game, the align with the brand's classic image. In all, users interacted with ads for more than 440,000 hours of brand time at nearly 19 seconds per unit, well over most banner averages. More than one-third of users re-played the game, or went back for seconds, if you will.

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