Branding • Campaigns • Marketing Strategy
Instructor - Sean Thompson
Client - Klondike
Art Director - Annie Lin & Julia Howard
DARE TO BRAVE THE DARK
To push the personality of Klondike's dark chocolate flavor, a microsite was created featuring a horror game based on the frozen snack. The website has time-limited access and is only available for gameplay "after dark," hence the name KlondikeAfterDark.com. Users wake up in a house and must navigate their way to the kitchen where the Klondike is located. Obstacles and events occur as their hunger meter rises, making gameplay more difficult and scary. This same personality is prevalent throughout the rest of Klondike's marketing.
INTERACTIVE GAMING EXPERIENCE
A microsite dedicated to the Dark Chocolate flavor features an online game where gameplay is limited to nightfall hours. A counter on the main Klondike website will countdown to sunset, automatically redirecting to KlondikeAfterDark.com when it hits zero. Users must navigate through a house to find the kitchen where the Klondike bar is being held while their surroundings steadily deteriorates in appearance. Increasingly distressful/shocking events are triggered as their hunger meter rises, prompting users to scream.
In conjunction with the new microsite for dark chocolate, the wrapper will be redesigned to entice consumers into visiting KlondikeAfterDark.com. The interior of the wrapper provides a promotional code to help raise their chances of survival in the game as well as increase Klondike bar purchases to obtain different items.
FREEZER IN-STORE DISPLAY
A faux fridge door will be placed over the glass window containing the Klondike bars in a grocery store's frozen food aisle. The strange disconnect of seeing an old rusty fridge in a clean, well-lit aisle will prompt shoppers to inspect the door as well as rise to the bravery challenge. After opening the fridge they will find the freshly redesigned Klondike dark chocolate bars that further match the in-store display.