We recently got to work with some of the world’s most loved characters and some of the latest HTML 5 goodness to put the jam back into IXL Jam with a fun musical experience for kids.
IXL has long been Australia’s favourite jam, but as the grocery channel continues to pack their shelves with specialty and private labels, coupled with a general decline of the entire spreads segment, maintaining market share requires constant product and brand innovation.
The Royals were engaged to create digital support activity for the launch of a new range of IXL glass designs, featuring several Disney Toy Story characters. Once the jam has been eaten, the glass jars became collectable tumblers. The primary objective of the campaign is to raise awareness of the new range via a property that can support the various designs released periodically throughout 2012.
Drawing inspiration from the glass tumblers themselves, we created a microsite of which the key feature is a jam jar xylophone. The tumblers are filled with a certain amount of colourful liquid indicating a specific note. The kids can play the xylophone freestyle, or if so inclined, partake in a memory challenge. The xylophone and site are built using HTML5 to make use of the new WebAudio technology in latest browsers, which allows sound to be delivered without the need for Flash or any other plug-in. A key benefit of using HTML5, and not Flash, is that the xylophone also works on tablets and smartphones, devices for which the younger generation are becoming more accustomed to using. Alongside the jam jar xylophone are a number of ancillary features, such as a range of Toy Story inspired recipes, colour-ins and mazes to keep the kids entertained, and which will be updated as new tumbler designs are released throughout the year.
Test your music memory here!