Product category:
Experiential marketing
News Release from: BEcause Experiential Marketing
Edited by the Marketingservicestalk Editorial
Team on 17 April 2008
Yakult goes experiential at swimming
event
Probiotic drink Yakult strengthened its presence at this year's FINA World Short Course Swimming Championships in Manchester with an experiential campaign, Working on a Healthy Society.
The experience was created by award-winning agency BEcause Experiential Marketing Working on a Healthy Society was based around an interactive walk-through Yakult marquee, inside which visitors could learn more about the benefits of Yakult and discover useful tips to help them maintain a healthy digestive system and lifestyle
This article was originally published on Marketingservicestalk on 6 Mar 2007 at 8.00am (UK)
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Greeted at the entrance by trained Brand Ambassadors, visitors were given a game card and challenged to find the answers to health-related questions in the marquee's four individual zones.
Visitors who completed the challenge were rewarded with brand-related prizes.
Inside the Digestive Health zone, visitors could play the Digestive System Puzzle Game, where they were challenged to reproduce the digestive system by placing oversized Velcro organs on a board shaped like a human torso.
In the Healthy Eating zone, expert nutritionists were on hand to offer healthy eating advice, while in the Get Active zone, visitors could ask fitness-related questions to professional Fitness Instructors.
In the final Relaxation zone, visitors could enjoy relaxing head massages and collect tips on how to de-stress.
Sharon Richey, Managing Director of BEcause Experiential Marketing, commented: "Not only did this engaging campaign raise the profile of Yakult at these prestigious championships, but it helped build long-lasting relationships with both athletes and spectators".
The FINA World Short Course Championships were held at the M.E.N Arena in Manchester from 9-13 April.
Yakult's Working on a Healthy Society marquee was positioned outside the arena on Cathedral Square for the duration of the championships.
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