As an official sponsor for the Australian Olympic Team, Vegemite wanted to do something big. Something that was true to their ‘vitality’ message, something relevant that supported the Olympic team, and something that would deliver some serious user engagement and ultimately, drive sales.
The Beat the MITEY DRUM campaign was based around an app where users could send their support directly to the athletes during the games.
Using the VEGEMITE jar as the prop, users could either record a video or use the built-in drum game to shake or tap their beats of support.
The app was complemented with a microsite that generated buzz and showcased user generated content
