Convenience retailer SPAR has launched Ultimate Athletics, its second online gaming experience (www.ultimateathletics.com), following the huge success of its first game ShelfSniper in September 2009.
The Ultimate Athletics game, which supports SPAR’s sponsorship of UK Athletics (UKA) has been launched to celebrate the Barcelona 2010 European Athletic Championships taking place from 26 July – 1 August.
This marks the final part of SPAR’s wider 2010 ‘Taste the Atmosphere' campaign, following the FIFA World Cup and Wimbledon. The activity will reinforce the convenience retailer’s position as UKA sponsors, as well as acting as a data collection tool to help it build a more dynamic view of its customer base.
Players of the game will be able to choose from five athletics events, all set within a SPAR and UKA-branded environment. An innovative staging environment has been implemented to host each event, creating a seamless gaming experience.
The game is one element of SPAR UK’s wider ‘Taste the Atmosphere’ marketing strategy for summer 2010, which includes in-store POS, leaflets, press ads, radio and email elements. UKA is also launching site banners and ads across sports media, which will link back to the SPAR campaign.
Adam Margolin, head of marketing support for SPAR UK, said: “SPAR UK is keen to play its part in fueling excitement around Barcelona 2010 and this game is an ideal means of highlighting our ongoing sponsorship of UK Athletics and our partnership with European Athletics. Ultimate Athletics provides our customers with the perfect combination of addictive fun and high quality technology.
"SPAR has been a principal partner of European Athletics since 1996 and an Official Sponsor of UK Athletics since 2004, firmly demonstrating our enthusiasm for all things sport-related and our commitment to promoting active lifestyles.
“Both our online games massively increase brand awareness, drive consumer behavioural change, capture data and drive product sales for SPAR,” he concluded.
Laith Clark, managing partner at 20:20, comments: “The key with any marketing strategy is to ensure that all the elements have a true purpose and that they work together to provide both the brand and the customer with a satisfactory result. For SPAR, we needed to create something which both encapsulated its quality and its links with UKA, while delivering a memorable and enjoyable experience for its customers.”
The games were both created by 20:20, the digital agency which combines consumer behaviour analysis and the power of data to inform every aspect of its work.
ENDS
For further information please contact
Eimear Andersen / Nicolette Allen at Tansor PR on 01727 800166