Rockstar's „Every Can Wins“ promotion ties in with the highly anticipated release of the Xbox game "Gears 5" and is accompanied by a series of eye-catching collector's edition cans. The special designs are inspired by characters from the Gears of War series, with a unique look for each of the four flavoured energy drinks.
Coded tab technology from Ardagh
The value-added technology „Coded Tab“ (coded tab) from Ardagh is the key to the promotion. An alphanumeric code on the underside of the tab is visible when the can is opened - the customer must first buy the can in order to take part in the promotion. The unique codes link each beverage can with a certain price, from in-game bonuses like multi-player boosts, custom lancers, exclusive banners, to premium prizes like limited-edition Xbox One X consoles and even a Gears 5-painted Ford pick-up truck.
Unusual are the two Contrasting colours, that the tab has. A bright yellow top of the tab attracts attention; as soon as the can is opened, the black underside is revealed. The top of the tab folds around the edges of the bottom, framing the promotional code lasered on black in bright yellow to ensure the customer can't miss it - and emphasising the moment of winning.
Ardagh developed the material required for the two-colour tab as a special adaptation for Rockstar. The code itself - an easy-to-read format consisting of two lines of six characters - is represented by Precise removal of the colour layer using laser ablation on the underside of the flap marked.
Involving the consumer
Consumers must enter their code on the Campaign website to find out how lucky they were. The interactive nature of the advert - from opening the can to receive the code to revealing the prize won - encourages the consumer to associate the product with winning and fun.
[infotext icon]The promotional tins feature artwork by the British illustrator Luke Preece. They utilise the skull and gear „Crimson Omen“ imagery from the Gears of War series against a background that showcases the characters' attributes, while still allowing the iconic Rockstar branding to take centre stage. The result is an edgy and exciting aesthetic in the half-litre can palette[/infotext].On the German, British and US markets, the promotion is available in up to four flavours and therefore in up to four different flavours. Gears 5 designs available. The Guava flavour is illustrated with the character JD Fenix and the Supersours Blue Raspberr features Del, while the classic original flavour is appropriately tied to Kait Diaz, the main protagonist of Gears 5. Rockstar's Xdurance drink is based on a scorpion concept, which is the new feature of the upcoming game's Escape Mode.
Source: Ardagh
