Nestle Gets Extreme

Online effort plays up action sports

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%%STORYIMAGE_LEFT%% As a part of its continuing emphasis on leveraging the extreme sports phenomenon to reach its youth target, Nestle's Butterfinger brand has beefed up its Web site with experiential elements that incorporate advergaming, a promotional contest, and an extreme sports newsletter.

Nestle has tasked Media Revolution LLC, the Los Angeles-based Web design and advergaming company, to develop its site www.butterfinger.com as a complement to an integrated ad campaign rooted in the tagline "Break out of the ordinary."

The Butterfinger Triple Threat Leaderboard is a series of advergames, about sports like BMX and skateboarding, created by Media Revolution. The online leaderboard keeps stats and issues challenges.

The Break Out Challenge is an online contest where fans submit videotapes of themselves performing "Break Out Moves."

%%PULLQUOTE_RIGHT%% Nestle is also leveraging its existing sponsorships with extreme sports stars Ryan Nyquist, Bucky Lasek and Nate Adams by providing interviews, tips and tricks, and images from recent action sports events.

"It's important that the site is not stagnant and we're giving people reason to come back," said Jason Yim, creative director and president of Media Revolution, a joint venture between Yim and Hollywood composer Hans Zimmer and his business partner Jay Rifkin. "It feels less like marketing."

Yim says his team and Nestle are currently thinking ahead to 2004 strategies. One avenue Nestle is exploring is getting Butterfinger integrated into future Activision game properties.

Nestle has never been shy about leveraging the entertainment industry. Its previous ad campaign used characters from "The Simpsons."

According to Yim, Media Revolution, which started out focused on entertainment brands, has gradually made inroads into consumer product brands like Steve Wynn's Mirage Resorts and Kia Motors. He says the company is currently evenly split between entertainment and consumer product clients.

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