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Brisk Iced Tea aims to engage Star Wars fans via Microsoft Tag initiative

Pepsi and Unilever?s Brisk Ice Tea is letting fans unlock exclusive content for the new Kinect Star Wars game via scannable Microsoft Tags printed on limited-edition bottles.

The limited-time package will launch exclusively at 7-Eleven locations this month before a nationwide rollout in May. Additionally, the new bottle will feature a gold cap and artist graphics of iconic Star Wars characters R2-D2 and C-3PO.

?Over the past two years Brisk has aggressively pursued cutting-edge digital endeavors and partnerships to bring value to their die-hard fan base,? said Chris Oates, brand manager at Brisk.

?We like to be one of the first brands to experiment with up-and-coming social and digital companies, and working with Microsoft to get the M-Tag on packaging is another example of that,? he said. ?We kicked off 2012 with a partnership with Star Wars as they launched Episode I in 3-D, which included a full ad campaign and the launch of mobile gaming application, Brisksaber.

?Brisk targets a young, urban male demographic and to stay relevant with this consumer we have to stay current on what?s hot. Our fans are into gaming, and we knew there was already a ton of buzz and hype around 'Kinect' Star Wars. It made sense to partner up.?

Brisk Iced Tea is a product of the Pepsi Lipton Tea Partnership, a joint venture between PepsiCo and Unilever.

How it works
In order to activate the M-Tag and race with Anakin's Podracer, users can simply hold the new bottle up to the Kinect sensor after loading the "Kinect Star Wars" game and follow the instructions on the menu.

Additionally, when users scan the Microsoft Tag they are redirected to the company?s Facebook page and also have the opportunity to unlock exclusive Kinect Star Wars game content.

Placing the Microsoft Tag codes on the Brisk 1-Liter bottles is a great way to capture a user?s attention and give them an incentive to scan.

?We're constantly looking for ways to connect and interact with our millennial audience in innovative ways, and know that smartphones and tablets are a major part of their lives,? Mr. Oates said.

?Earlier this year we launched our first mobile gaming app, Brisksaber, which reached over one million downloads in its first month,? he said.

?We plan to continue looking for fresh ways to develop authentic content for our fans, and mobile will continue to be a part of that.?

Word of mouth
According to Mr. Oates, Brisk has more than one million Facebook fans who have started getting the word out about the new campaign.

Additionally, Brisk is running a sweepstakes where fans can enter to win one of 70 limited-edition Kinect Star Wars Xbox 360 consoles, special edition white Kinect sensors and C-3PO-inspired golden Xbox controllers.

?Mobile bar codes will continue to gain popularity while marketers and consumers take the time in figuring out what the best user experience is,? said Josh Nafman, digital brand manager at PepsiCo.

?Which mobile bar code approach takes the lead is still yet to be decided,? he said. ?Brisk is taking the initiative to not only spread the use of mobile bar codes by testing various approaches but to also teach consumers how to use them.

?Brisk views mobile bar codes as an investment worthy endeavor that helps us push our growing connection to mobile.?

Final Take
Rimma Kats is associate editor on Mobile Marketer, New York