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Fuel partnered with Ogilvy and Razorfish to produce an award-winning interactive microsite that pulls kids into the world of the Disrespectoids; … Read More
Fuel partnered with Ogilvy and Razorfish to produce an award-winning interactive microsite that pulls kids into the world of the Disrespectoids; a weird, funky, unfortunate group of kids who find out what happens when you don't respect the pouch. Read Less
Published:
Disrespectoids
Capri Sun - Razorfish / Ogilvy
STRATEGY

The experience needed to be visually rich but interactively simple enough to appeal to 8-10 year olds while remaining accessible to children as young as six. Activities on the Disrespectoid microsite needed to be hilarious, replayable, addictive and rewarding to encourage word of mouth and spread a buzz online. We wanted to give the site an exploratory navigation style letting kids select a character and discover fun content and game experiences that provide simple but unique challenges, each with a fun payoff.

EXECUTION

Visitors to the page are greeted with fully rendered 3D animations as they are introduced to three unfortunate youths who refused to play nice with the pouch and suffered the consequences. Kids are invited to re-experience the TV spots for some context, then delve directly into hilarious minigames that expand the stories laid out in the on-air campaign. Kids can interact with the jQuery16206537613253970314_1318432523519Disrespectoids?, play games that makes use of their bizarre physical punishments, and earn points and achievements.

RESULTS

The site is an example of true Web-to-TV integration, and has already attracted a million visitors to explore the peculiar world of the Disrespectoids. It was already an FWA winner within a few days of launching, and continues to drive traffic and awareness to to Respect the Pouch campaign.
Fuel partnered with Ogilvy and Razorfish to produce an award-winning interactive microsite that pulls kids into the world of the Disrespectoids; a weird, funky, unfortunate group of kids who find out what happens when you don't respect the pouch.