J. Walter Thompson London partnered with Ribena, Brass and Diverse to create an interactive app called ‘Doodle Your World’, allowing users to ‘doodle’ on their surroundings, by using Ribenary characters that come to life on their screens.
The concept behind the new Ribena ‘Doodle Your World’ app has been developed from the overarching brand campaign ‘You Can’t Get Any More Ribenary™’, and follows on from Ribena’s ‘Colouring Café’ activation last year. The app draws inspiration from the popular art of ‘Doodle bombing’ and encourages Ribena fans to play with their world and ‘Make It More Ribenary™’.
Ribena fans can create their own video content with the colourful and Ribenary™ animated doodles, to then share with friends across social platforms such as Facebook, Instagram and WhatsApp.
A user can ‘level-up’ their “Doodley skillz” by unlocking different animations at different play points throughout the app. The app launch also aligns with the launch of the new interactive Ribena product packaging whereby a user can unlock more content if they scan one of the new-look Ribena bottles.
There are 15 animations available in the app; the first 5 animated doodles, already unlocked for users, are Rabbi-G, Scaredy Pipe, Huckleberry Funk, Barney Trouble and Disco Derrick, illustrations by the popular Bristolian street artist, Cheograff, who is known for his quirky cartoon creations. Users can unlock more doodles by scanning Ribena bottles featuring the interactive pack icon OR by sharing across social platforms. Fans will have to look out for a few more surprise Ribenary character releases throughout the campaign. Please see top 5 doodle descriptions below.
The full campaign is expected to break on the 29th of May, to support the launch of the ‘Doodle Your World’ app. The campaign will run across TV, outdoor, and social media and includes Ribena’s biggest ever sampling campaign.
John Cherry, Creative Director at J. Walter Thompson London, said: “This is just the start of our new Ribena Doodle Your World platform that will transform how people can engage with Ribena. We’ve created a set of fun and playful Ribenary doodle content that people can bring to life using the app’s 3D tracking and then share with their mates across social.”