http://www.juxtinteractive.com/interim2004/online_campaigns/coke/pinball/default.aspx
JUXT INTERACTIVE
Coca-Cola’s brief to Juxt Interactive was to create an interactive game for its MyCokeRewards campaign. A consumer-loyalty program, MyCokeRewards allows consumers to register online at MyCokeRewards.com, then gather codes from bottle caps and product packaging, bank them online to collect points, and later redeem the points for rewards in categories such as electronics, entertainment, music and sports. Consumers can also enter to win contests and sweepstakes. The marketing goal for the online campaign was to drive traffic and increase awareness of the rewards program through invigorating, interactive means.

For the campaign, Juxt created a highly addictive roadblock unit intended to bring out everyone’s inner “pinball wizard.” Usability is quite simple, the game is fun, and marketing goals achieved a high score. The virtual pinball game is a rich-media online advertising banner campaign. It consists of a pair of ads: One ad is a thin horizontal that draws attention to a narrow vertical ad, which is the pinball game itself. Both prominently feature Coke’s signature red color and a variety of traditional pinball graphic metaphors and elements.

Just like in the arcade, this virtual pinball is a game where a player attempts to score points by manipulating a “metal” ball on a playing field with obstacles and opportunities. The objective is to score as many points as possible, which involves trying to maximize the time spent playing in order to rack up points by hitting various objects and keeping the ball from draining off the bottom edge. Two small flippers, activated by right and left keyboard arrows, can direct the ball upwards to ricochet and hit various scoring objects. It takes careful timing and positioning to propel the ball into the game’s graphic bumpers, kickers and slingshots. The player’s score is recorded with LED-like typography. At the bottom of the game ad is a link to access the MyCokeRewards website.

Juxt Interactive specializes in Flash-enabled websites and interactive media, and is known for insight into extreme sports and youth-oriented brands. “We do what we call ‘enthusiast brands,’” says creative director Todd Purgason. “Some are youth, some aren’t, but they’re brands that enable people’s lifestyles.”
Terry Lee Stone