Klondike is creating an online "man cave" as a platform for spreading the word about its introduction of a thicker chocolate coating on six varieties of its Stickless Bars.
This latest campaign, dubbed "What Would You Do for a Klondike Bar NOW?," commences today with the launch of an official brand site, KlondikeBar.com. (Previous sites were campaign-specific.)
The site features two distinct entry points: "The Freezer," a section offering product news and brand information (now live) and "The Man Cave," a "lounge" designed for the brand's core customer base of men ages 25 to 45.
The cave, scheduled to go live on June 15, will be presented as a den/entertainment center complete with plush chairs, a TV, a computer and a video game console. Guys will be invited to access a Facebook application from the laptop, play a video game on the console, watch "man on the street" videos on the TV, or view Klondike products in the fridge.
Story Worldwide worked with Klondike to develop the entertainment applications, which will go live in stages.
The "light-hearted, hysterical" Facebook app (launching shortly after the cave) will invite users to challenge one another to see how thick their "shells" are.
The video game will enable users to put a character through a series of "uncomfortable but hilarious" obstacles to get his hands on a Klondike bar. The game will have four chapters (release dates to be determined) and will be accessible via rich media banners as well as on the brand site.
The man-on-the-street videos, produced by MindShare Entertainment, will be accessible on the site, the brand's Facebook page and through rich media banners as of July 1.
A sponsored event with Diggnation showcasing the Facebook application will take place in New York City on June 4. The event is being coordinated by MindShare and GolinHarris.