Britvic wants to change all that, and, by doing so, underscore the cutting edge of digital as dispensing altogether with such facile distinctions as that between 'virtual' and 'real'.
Britvic's Champion of the Playground is an online game/competition directed at kids, and intended to interweave a product message about their juices with encouraging kids to exercise more ('really', not virtually).
Kids register and receive a 'skill kit' to use. As The Drum puts it, "Skills kits contain a kit bag and a web cam, as well as a digitised skipping rope and a digitised hackysack that contain micro-chips which record a code when the child practises certain skills. Children can enter the recorded code online to receive further skills points and see how they compare against their friends in their friends league'.
The activity takes place virtually and really, rendering the ol' division between 'virtual' and 'real' increasingly irrelevant.
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