April 2005 - Athens, Greece.

As part of a kids football tournament sponsored by Cheetos, one of the most well-known snack brands in the world, SIA Interactive developed the Screaming Race to launch two new Cheetos products, Asteroids and Crunchy.

From the container straight into the mouth was the concept that the solution was based on. On screen, two young people with product packages in their hands appear. As participants scream the brand name, the on-screen characters eat the snacks. The first to “empty” his/her bag is a winner.

The promotion was a big hit. The kids participating in the event wanted to play constantly. As a result of this event, the promotional agency Chapter 5 was appointed as a SIA solutions reseller in Greece.

“For this launch, several recreational activities were presented, including the Screaming Race. Without a doubt, this was the most popular game for kids, thanks to the fact that it is highly entertaining. After seeing the level of creativity and the professionalism at SIA Interactive, we asked and got their permission to begin offering SIA solutions to all of our clients (including companies like Unilever, Imperial Tobacco, Procter & Gamble, Forthnet, Colgate Palmolive and Allied Domecq). We are convinced that SIA solutions will be highly popular here on the Greek market”.

Nena Andritsou
Accounts Director, Chapter 5