driven creates “TV first” for Vimto

driven has created an advertising first by combining a brand’s TV ad with its gaming content for broadcast on TV from today.

The campaign is for Vimto and sees the brand’s successful Lowrider commercial re-edited to include footage from its Lowrider viral game – both were originally created by driven.

The new TV ad will encourage viewers to continue the experience by playing the Lowrider game on Facebook to win prizes.

There will be a different prize everyday throughout the summer.

Commenting on the campaign Graham Drury, Partner at driven said “Lowrider is already the most successful campaign in Vimto’s history. It manages to blur the line between advertising and content and now we’re taking that to another level. What other TV campaign gives you the chance to play the ad online whilst you’re actually watching it?”.

See the new ad here.

Lowrider is part of Vimto’s Seriously Mixed Up Fruit campaign, which is credited with doubling the size of the brand to £62M in recent years.