Peperami, the sponsor of the Professional Darts Corporation, is launching a dedicated social TV channel hosting behind the scenes content and social banter live from the William Hill World Darts Championships, which launches at Alexandra Palace in London this week.
There will also be a competition with a trip for two to Shanghai and a range of darts-related prizes on offer via a prize draw.
The second-screen social channel, Animal’s Arrows, was devised and created by Havas Helia. Launching today, Thursday, December 17th, the site will collate the best fan-centric content across Facebook, YouTube and Twitter. By dual screening as they watch the championships on TV, viewers will also get exclusive access to behind-the-scenes videos and photos on their mobiles.
Animal’s Arrows will feature live reporting by video journalists and bloggers from the Darts Championships, exclusive crowd footage, interviews with players and fans, fan fancy dress and lots more.
Peperami’s mascot, Animal – who will be making a daily appearance at the tournament – will also take over players’ social accounts. The resulting tweets and messages will be aggregated on Animal’s Arrows at peperami.tv/animalsarrows.
As well as darts chatter, there is a #WalkOnTheDartsSide social competition, celebrating the player ‘walk-on’. Followers are invited to name their would-be walk-on song for a chance to win. To enter, fans just need to tweet the song title to @Peperami or post on the PeperamiTV Facebook page using the hashtag #WalkOnTheDartsSide.
The most retweeted or shared entry wins the star prize – a trip for two to Shanghai, China plus seven nights accommodation in a 4 star hotel. In addition, there will be other random giveaways including signed dartboards, VIP tickets, and the chance to walk-on and play Animal at the Ally Pally final on Sunday January 3rd 2016.
Animal’s Arrows gives fans the chance to continue the banter beyond their TV screen and, for those without Sky Sports, get an entry point to all the action.
The four-week campaign aims to increase Peperami’s social reach, build its following, and make Peperami synonymous with darts.
Animal’s Arrows will also promoted across social media, in the PDC printed programme, on-screen in the Ally Pally auditorium, and on the PDC website.