Digital agency DS.Emotion developed the and will continue to work on the brand's digital strategy and creation over the next 12 months. Fox's Biscuits launched its first only last month.
Designed to entertain and promote the range of Rocky products, the site is inhabited by Rocky R, "the cool rapping robin". The character, as seen in TV advertising, has a "bling" theme and games on the site include music and vocal samples. In 'Rocky Rap!' the site visitor has to make Rocky R rap in time and against the clock. The site also contains download, gallery and competition areas.
The site will also be used to capture basic data about the user via an invitation to join the official online Rocky R club, The Crunch Massive, giving access to more areas of the site. DS Emotion will use this data for an email newsletter keeping users abreast of changes to the site.
Ashley Bertram, senior brand manager at Fox's Biscuits, said: "This brand-new, fun, entertaining site is an excellent opportunity for Rocky R to build relationships and raise awareness with a demographic that is sometimes tricky to reach and demanding in terms of entertainment."
Chris Hassell, director at DS.Emotion, said: "The opportunity to work on such a brilliant property as the Rocky R character doesn't come along every day. Online entertainment is the kind of work we excel at and I can't wait to see the stir we create over the next 12 months."
The site will be promoted on all new packaging for Rocky, such as Rocky Rubble. There will also be a cinema and poster campaign this autumn for the brand.
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