Billington Cartmell’s experiential marketing arm, Closer, has created a live event campaign to promote new Doner Kebab flavour Pot Noodle this Summer, with a Chilli Challenge where consumers compete to win their very own Pot Noodle bling belt.

The all-singing, all-dancing spoof kebab shop features characters and R&B music from Pot Noodle’s Doner Kebab TV ad. Consumers can also take part in the Chilli Challenge where they sample one of the hottest chilli sauces available in the UK in an attempt to win the belt.

The activity, which includes wet and dry Pot Noodle sampling, will run through the summer visiting events. It targets 16 to 25-year-olds at venues including Party in the Park, T4 on the Beach and Wakestock.

Cheryl Calverley, marketing manager for Pot Noodle, says: “The live environment gives us the opportunity to build on the ATL story and give our consumers the chance to sample the product for themselves”