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Creative

Goldfish Challenges Teens’ Attention Span for Its Flavour Blasted Ketchup Launch

Zulu Alpha Kilo challenges players to keep their attention on the Goldfish cracker for more than nine seconds to unlock a promo code for a discount

Goldfish Challenges Teens’ Attention Span for Its Flavour Blasted Ketchup Launch

With attention spans declining to unprecedented levels, the best way to get the attention of teenagers is to challenge them to a game. So to launch their new Kravin’ Ketchup Goldfish flavour, Campbell’s built the Goldfish Focus Faceoff Lens on Snapchat.

The augmented reality experience is simple. Players must keep their attention on the Goldfish cracker for more than 9 seconds to unlock a promo code for a discount. Why 9 seconds? That’s the attention span of a real Goldfish and players are challenged to see how their focus measures up. The longer players can concentrate on the cracker, the better their score. The game uses Snap’s eye-tracking technology to measure focus amidst all types of notifications and distractions designed to disrupt them.

The Goldfish Focus Faceoff Lens is featured nationally in Snapchat’s Lens Carousel this week with plans to run the game for the rest of the month to coincide with this limited time offer.

Developed by agency partner Zulu Alpha Kilo and production partner Zulubot, this is the first Flavour Blasted campaign of 2021. The brand’s flagship product, Goldfish Crackers launched the Feed Imagination platform last year.

Spark Foundry handled the media buy for the campaign, which includes supporting content on social media.


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Credits

Client: Campbell’s Co. of Canada

Agency: Zulu Alpha Kilo

Chief Creative Officer: Zak Mroueh

Executive Creative Director: Brian Murray

Group Creative Director: Gerald Kugler

Art Director: Michael Romaniuk, Joel Gerrity, Jacob Gawrysiak

Writer: Marco Buchar

Strategy Team: Sean Bell, Shaunagh Farrelly

Account Team: Alyssa Guttman

Clients: Mariah Weir, Paloma Bentes

Interactive Producer: Ece Inan

Interactive Artist: Andrew Martin

Interactive Developer: Gillian Black

Production House: Zulubot

Executive Producer/Technical Advisor: Tom Evans

Category: Convenience , Food