Cereal Partners UK’s Shreddies breakfast cereal is partnering with ITV’s Britain’s Got Talent and will be leveraging the deal in marketing and promotions running from now until the BGT finals in May.
Backed by a £2m marketing spend, the partnership will include an on-pack promotion giving away VIP tickets to the live shows and digital activity via a unique code mechanism inside promotional packs.
There will also be exclusive digital content that will follow the Shreddies Knitting Nanas, the brand characters that feature in the Shreddies’ TV ads, go behind the scenes of the popular talent show.
The Britain’s Got Talent tickets prize promotion is open to residents of the UK, Channel Islands, Isle of Man and Ireland aged 18 or over. It is divided into three entry periods; the first runs from February 2nd 2016 to 8th May 2016; the second runs from 8th May to 15th May; and the third is a late draw for entries received after 15th May up until 31st December 2016. There is no limit to how many entries consumers can make, provided that each entry uses a new unique code. There is a No Purchase Necessary route for Northern Ireland.
The prizes are VIP tickets for Britain’s Got Talent shows at the end of May 2016. For the first draw, 25 prizes of a pair of seats at the semi-finals will be awarded. For the second draw, five prizes of a pair of seats at the final (which is currently due to take place on 28th May 2016) will be awarded. The late entry draw prizes are a pair of tickets to an as yet unspecified show at the O2 arena during 2017.