Snack food group Best Foods has launched a new web campaign for its popular Pot Noodle brand. The site (www.potnoodle.com), which goes live this week, celebrates the cult status of the instant snack with 'mysterious' followers who believe that Pot Noodle leads to the only path of true enlightenment.
Developed by Tribal DDB in conjunction with design agency Kerb, the site is being promoted as a 'shrine' to the product, with sections including the Fork of Transcendence and the Stark Spoon of Evil. Once users are registered, they are able to upload images and dedications and download games and screensavers.
The site is aimed primarily at 16-24 year old males, with a particular focus on Pot Noodle's best customer, the student.
The brand is also sponsoring student.co.uk, with links back to potnoodle.com, and has established strategic partnerships with the Universities and Colleges Admissions Service (UCAS) and The Guardian.
Its launch will be supported by a viral marketing campaign, with emails of video clips containing the inquisition of Pot Noodle devotees sent out to contacts in colleges and universities. Although the site will be used for data capture and marketing, those behind it are keen to develop a community feel.
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