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Rickard's: Movember Mo Duels
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As the official beer partner of Movember, Rickard’s Canada through CP+B Canada has launched their sponsorship with “Mo Duels”. Developed by CP+B, the campaign features online videos and an innovative Facebook game that lets users pit their upper lip against their friends in a series of mustache duels.
The heart of the initiative lives on Facebook, where users can register and literally battle their mustaches against friends. Fans can choose from The Red Imperials, Dark Chevrons, White Walruses or Blonde Handlebars. Each of the four teams represent a flavour of Rickard's. Once selected, users compete to see which stache will reign supreme by dueling friends in events, including “Greco Mo Wrestling” and the “3 Metre Stache Dash”. In a gaming first, the power of the virtual mustache is determined by the user’s actual moustache growth. The more a user uploads pictures of his moustache progress, the more powerful his virtual stache becomes. Guys can share the whole experience on their social networks and at the end of the month, each user receives a flipbook of their Movember mustache progress for their mobile phones. The campaign kicks off with a series of online teaser videos. The cheeky videos drive back to the Facebook game and encourage consumers to challenge their friends, register their mo and support the cause. In addition to online, Rickard’s is supporting the campaign with a series of limited edition collectable tall boy cans, commemorative pint glasses outdoor posters. Rickard’s Mo Duels runs throughout Movember – from November 1st to 30th. Check out MoRickards.ca and Movember.com for details.
DESIGN DIRECTOR: John Thai Related
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