This is an interesting idea that gets the user interacting with the Campbell's Soup brand. The execution is good at getting kids engaged and becoming familiar with Campbells, probably in the hopes that they will pick it out when they are in the store with their parents. It is not consistent with the traditional Brand Image of Campbells, but once again since the target is younger children I think this is acceptable and can be very effective. Overall I like the concept and the execution of this idea.
-- Cory Treffiletti, SVP Managing Director, Carat Interactive
It's fun, it's well-designed and the concept is perfectly disgusting enough to entice kids age 5-15 to play and pass along. With all of the spam on the net, I suppose there's nothing like receiving a good gaseous melody via email from a good friend. The process is rather simple (satisfying the 6-year-old), yet the entire experience is quite addictive/viral (engaging the 15-year-old). When focusing on reaching such a range of demographic, finding a solid balance between simple and complex interactivity is essential for success. Throw a little adolescent humor in there and it's a winner. There are a number of repulsive combos one can create if dedicated. And as proven by the favorable frequency and viral growth figures, the adolescent male who plays video games instead of watching TV actually can be reached; on the net. This execution exemplifies the age-old online advertising adage: You just can't advertise like this on your TV (and get accurate, measurable results no less).
-- Mike Molnar, Account Managing Dir., Glow Interactive
