The big chill

A breath of fresh share

Tic Tac is promoting the launch of its Sugar-Free Tic Tac CHILL Mints with a large scale music giveaway in conjunction with Sony BMG.

The first 50,000 visitors to a dedicated Tic Tac’ website can choose four free downloads from up to 20 different “chill” songs. Users can select from a variety of Sony BMG artists such as Aqualung, The Isley Brothers, Cyndi Lauper and Nina Simone. Visitors are simply asked to enter their email address to receive a pin code and instructions. In addition to the free songs on offer, the first 1,000 visitors to the site also receive free Tic Tac CHILL mints. “Everybody could use a break during the day, and soothing music can be just what you need to relax for a few minutes,” said Tic Tac Brand Manager Jim Morris.

So what?: I’m slightly addicted to Tic Tac’s. Open my desk drawer and a flood of Cherry Tic Tac boxes pour out like that scene in Juno (no, I don’t have the shorts). This 200,000 download strong campaign unleashes an equally large surge of gratis content. However, it still only boils down to four songs from a limited selection. Free downloads are becoming a little passé, with the emphasis now on exclusives and added value rather than handouts. Still the ‘chill’ concept is simple and an effective use of Sony BMG’s deep catalogue.

“A pretty standard redemption based mechanic, but one that’s based around a coherent and relevant theme. Driving consumers to the site might be tricky, but it’s nice to see users aren’t made to jump through hoops to get to the music”
Dom Hodge, Associate Director, FRUKT

www.tictacplaychill.com