Many “free versions” of online games give kids a limited access to the game. To enjoy it in its full version, they need to pay. This is something that their parents are rarely willing to do.

That's why NESQUIK® developed the Hackball, a smart ball that measures kids’ physical interaction and exchanges it for online credits. All they need to do is connect the ball to their mobile phones via Bluetooth and start playing. The ball collects information about the duration, speed, and movement of the game. Once the kids reach the goal, the ball rewards them with Google Play credits.

We launched it with a piloted in the 'Colegio Miduho' school at Santo Domingo for kids 6 - 12 years old. Accelerators and motion sensors inside the ball tracked the player's interaction with the ball. It collected data, generated by the kids was translated to online credits when they were playing physically enough time. The data helped us to transform our target behavior in order to have a balance habit for playing online and playing outside.

In a week, the average time of physical play increased by 52.6 minutes, on average, per day. The number of calories burned using the Hackball was 64,400 over the week. The time kids spent online decreased by 2 hours. Meaning, kids didn’t only play with the Hackball, but used the time to socialize more with their friends and play in other ways. Other schools across the country became interested in the Hackball and turned it into a nationwide school program for kids’ healthiness.

Nesquik not only helped Dominican kids to get out of sedentary. It also generated impact in the society by bringing to light this issue, increasing its positioning as a healthy brand.