We were asked to come up with a way to improve Milo’s digital presence.
Our idea was to create a program that encourages kids to be active and burn energy by rewarding them the more they moved.
Called Milo Active, it uses Milo’s current strong sports and school ties to promote a socially responsible message that is powered by an engaging digital presence.
At the heart of Milo Active is a branded pedometer that creates a physical link to Milo’s digital world. The pedometer acts as the key to a world of activities filled with content, prizes, rewards and more. It tracks the amount of movement accumulated throughout the day and uploads the data to an online hub that lets everybody track their personal progress and see how they’ve been improving. Goals are set and rewards are given in the form of unlocked content, prizes and virtual reward badges.
The program gives schools a new and fun way to motivate their students to exercise more and by including a mentorship aspect by way of training videos and helpful tips from Milo’s existing roster of sports stars it would move Milo from a mere sports sponsor to a facilitator and trusted source of sport information. Tying on-pack promotions to rewards would also help further increase sales and encourage broader sampling of the Milo range.