Drinks company innocent is launching a new website aimed at children, to complement its latest on-pack promotion, a new collection of alphabet fridge magnets free with every pack of innocent smoothies for kids.

The site, www.innocentkids.com, was put together by digital agency Public, and is meant to engage innocent’s younger drinkers of 6-11 year-olds through a series of six Flash-animated games.

The site is built around three main areas. The games section enables children to register their collection of magnets, and secret pack-codes, which feed into the point multiplier which Public has created.

At the swap shop, kids can exchange any duplicate magnets they may have; users fill out a PDF to send back to innocent with the magnets they would like to swap.

There are weekly competitions and prize draws, with prizes including scooters and super-soakers. The competitions are based on single player high-scores and also team scores, where kids can invite friends to form a team and amass points as a collective. The prizes page displays the weekly prizes for both individuals and teams, plus previous winners and a countdown to the next competition deadline.

TV and online advertising will support the campaign.

Rhydian Fisher, managing director, Public says: "This kind of genuinely integrated campaign is precisely how FMCG brands should be using digital – by engaging with the users on an emotional and relevant level but tying that activity in directly to sales, brand recognition and sampling. It's interesting to work with brands as high profile as innocent that still have an entrepreneurial, open and nimble approach to marketing. We're looking forward to seeing the results from this campaign.”