Kingsmill ties up with ‘Britain’s Got Talent’
The promotional drive has been devised by recently-appointed marketing communications agency Billington Cartmell for Allied Bakeries.
It will run across 65 million Kingsmill products from this week. It offers consumers the chance to win prizes including VIP tickets to the special live shows which begin at the start of the summer.
The on-pack promotion will be supported with a dedicated microsite, www.kingsmillsgottalent.com, and national in-store and shopper marketing activity all created by Billington Cartmell, as well as regional PR activity through 360.
The promotional packs will direct people to the website where they can enter a weekly draw to win a pair of VIP tickets to the ‘Britain’s Got Talent’ Live Show or Tour. There are also additional standard Tour tickets to be won, and four bespoke items that consumers can collect through tokens available on the special Kingsmill packs.
As well as Kingsmill Match Balls and ‘I’ve Got Talent’ aprons, Kingsmill fans will be able to put the tokens towards branded Megastar Microphones complete with four-voice distorter and the official Britain’s Got Talent board game.
Billington Cartmell’s group account director Tom Lamb says: “In today’s fragmented media environment, a show watched by so many is a real phenomenon. It is the perfect media partnership.”