Ice Break Drag Race ‘Em | 2013 IAB Awards Winner

Posted by IAB Australia On July 12, 2013 Research & Resources

2013 IAB Awards | Branded Content Winner

Ice Break Drag Race ‘Em
Agency: The Monkeys
Client: Parmalat

The Problem
Ice Break Iced Coffee already had an established brand association with all things motor thanks to its tag line “Adds a Motor to Your Day”. The client brief was to devise a motor-related initiative to create content, build engagement and time spent with the brand, and tie-in with Ice Break’s annual motor-based giveaway promotion.

The Solution
At the heart of the campaign were the prizes of four classic Aussie muscle cars. These cars would be used to leverage and create content to engage and delight Iced Break fans. A two month promotional campaign was launched to settle a crowd-sourced ‘score’ to be settled by a drag race. Two of the cars were customised to represent the selected ‘Drum Solo vs Guitar Solo’ score, with fans involved in the process every step of the way. By creating specially crafted content focused around the prizes, a personal connection with the cars was made and interest kept spiking, ensuring campaign awareness and anticipation as the giveaway date approached.

The Results
The panel of judges noted that this “funny” and “well-pitched” initiative “bought the brand to life and was perfectly pitched at its core fan base”. Fans were so invested in the campaign that a second ‘score’ was crowd-sourced to build on momentum and interest. This resulted in the Ice Break ‘Drag Race’ Promo being the most successful on-pack promotion Ice Break has even run, with a phenomenal 400,000 entries.


IAB Australia

IAB Australia is the peak trade association for online advertising in Australia. As one of over 43 IAB offices globally and with a rapidly growing membership, the role of the IAB is to support sustainable and diverse investment in digital advertising across all platforms in Australia.