Ubisoft has announced that, as part of the campaign for Rayman Raving Rabbids TV Party, it is entering a fully integrated marketing relationship with children’s juice drink brand Capri Sun.

As part of the agreement, the Kraft-owned Capri Sun will feature Ubisoft’s game in all of its promotional elements—including all of the product’s television advertising and an online sweepstakes. Rayman Raving Rabbids TV Party will also be promoted on 50 million boxes of Capri Sun juice drink sold in stores, and a “microsite” featuring Capri-Sun/Raving Rabbids web games has also been created.

The partnership was developed by Kraft’s advertising agency, Ogilvy New York. The firm has been working on the collaboration for over a year, finding in its research that 98 percent of boys and 84 percent of girls within Capri Sun’s target demographic play video games. The Wii-based Raving Rabbids TV Party represented a good fit for the partnership, according to a statement by the companies, because Wii games encourage physical activity. Keeping children mobile and active is an important aspect of the Capri Sun brand.

Maria Mandel, the executive director of Ogilvy’s Digital Innovation Lab, said, “We see gaming as an opportunity for brands to create meaningful brand engagements. When you can build an entire 360-degree effort and include new marketing platforms such as active gaming, you have a richer and more meaningful way to build the relationship.”

Capri Sun’s senior product manager Vinay Sharma said of the partnership, “As marketers, we"re always looking for inventive ways to keep the brand cool and relevant with our audience. The partnership is fun and engaging for kids as it encourages physical activity, and we"re thrilled to be part of this unique initiative.”

Ubisoft’s senior VP of sales and marketing Tony Key added, “Working with Kraft and Ogilvy on the Capri Sun partnership provides Ubisoft with an opportunity to showcase the quirkiness of the Raving Rabbids and the entertaining gameplay of the new title.”