Cannes Lions


TRIBAL DDB, Dallas / PEPSI / 2003

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Sierra Mist in an effort to extend their TV sponsorship of Survivor: Marquesas sought the help of Tribal to bring an integrated presence online. This presence would add to the overall brand awareness of Sierra Mist and drive acquisitions among the target audience from offline to online.One of the key creative challenges was to bring Sierra Mist and Survivor together in a very integrated way. Bronzeman...key character in the premier of the "all new" Sierra Mist TV Spot on April 4 was brought to life in as illustrative figure and put on a island where he tries to survive in three interactive games to be launched throughout the sweeps. Bronzeman battles mean monkeys and evil Tiki men with posion darts while trying to survive on the island. The three games will launch in two week intervals during the promotion. The games will be sustaining content on the site after the promotion ends. Allowing consumers further exposure to the brand in a fun and entertaining environment.

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