Last week Nestea launched its own sensory-overloaded broadband site (http://www.nesteaice.com) targeting 12-to-24-year-old males. The site incorporates original music videos, a design pallet on which to design custom T-shirts, and a multitude of other original content that intended to engage both visitor usage and word-of-mouth.
Make time to check out "ICE 'N Stories," the first two in a series of vignettes about a wannabe rapper puppet, Ice 'N, made entirely of fake ice cubes. Also make sure to check out the candid-camera style short film starring El Yielazo, an offbeat wrestler whose mission is to rid the world of 'hotness' by targeting unsuspecting Nestea Ice drinkers.
"We wanted something that would take on a life of its own and maximize the viral potential of the Web," Mel Clements, Nestea's interactive marketing manager, said in an article written by
Gavin O'Malley. The site is part of a larger marketing campaign that will include more traditional methods, which launch later in the summer.
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