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Cadbury campaign to send fans off on a Premier League holiday

IPM Bitesize — Wed, 15 May 2019 11:11:46 +0000

As the Premier League has come to a dramatic close, Cadbury kicked-off its second end-of-season promotion, offering fans the opportunity to jet off on a summer getaway!

The ‘You’re off’ campaign created by BD Network, saw the notorious ‘red card’ in football given a ‘Cadbury twist’, offering consumers the chance to be sent off with a gold card – on a Cadbury FC holiday with a Premier League experience. There are five holidays up for grabs including a trip to Australia to watch Man United play Perth Glory and to Singapore to see Tottenham Hotspur play in their pre-season tour.

Shoppers will also be in with the chance of winning 50 pairs’ of Premier League tickets for the 2019/20 season alongside football-themed goodies including key-rings and drawstring bags.

The competition is supported by a £1m marketing spend, including investment in out-of-home, social media including Instagram and Facebook, radio and PR support.

Seana Fitzgerald, Cadbury Brand Manager at Mondelez International, said: “We were looking for a campaign that leveraged the Premier League sponsorship to drive success and consumer engagement. BD Network have embraced this vision, while maintaining the essence of our brand, triggering excitement and enhancing the fan experience.”

Lara Mitchinson, Account Director at BD Network, said:“Our aim was to create a Premier League campaign that excited football fans, as well as appealing to a wider audience who would still be engaged with the prize offering. Our creative is disruptive in a playful manner, ensuring Cadbury has strong visibility’

To enter, Cadbury consumers simply need to visit the bespoke ‘You’re Off’ website at youreoff.cadburyfc.com and type in the barcode of the product that they have bought for the chance to win.

‘You’re off’ promotion will run from April 29th to June 7th across the Cadbury singles range.

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Manchester’s Finest creates Bandersnatch experience

IPM Bitesize — Thu, 17 Jan 2019 13:22:03 +0000

Spurred on by the popularity of the choose-your-own-adventure TV show on Netflix, Black Mirror’s Bandersnatch, media platform Manchester’s Finest wanted to create a similar experience for their followers, but with real-life repercussions.

With almost 30,000 votes from the public over the course of the day, Manchester’s Finest editor, Ben Brown hitch hiked into the city centre in his 3 piece suit, John Smiths in hand. The Manchester public were not so kind, as he went from a barbers, to tequila shots, to a tattoo parlour in the space of around 2 hours.

Starting his day at 10am, he began posting on Instagram asking the public to vote on what he has to do to start his day. It was a Jagermeister. He then let his social media followers control every decision he made throughout the day, right through until midnight, with the entire thing caught on camera.

Throughout the day Ben asked followers for suggestions, and ended up shaving his full beard into an elegant handlebar moustache, had his very own Bandersnatch tattoo, and tried and failed to eat 40 Chicken Nuggets in one sitting (35 was his limit).

The Editor from Manchester’s Finest said ‘It was clear when the votes made me start with a Jagermeister followed by a can of John Smith that it was not going to be a pretty day. Turns out the people of Manchester have a pretty dark side, it was clear nobody cared that it had taken me a solid four months to grow my beard. I’m still sporting a ‘tache that would make Freddie Mercury, Ian Rush and Jim MacDonald jealous’

You can view the full video of his social media controlled day here:

https://youtu.be/2nKLEtCTq7c

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Converse reward the sneaker community with pop-up café

IPM Bitesize — Wed, 17 Oct 2018 14:14:19 +0000

To mark the release of Converse‘s limited edition Off-White Chuck 70 shoes – in collaboration with fashion label Off-White – XYZ has delivered a ‘Chuck Stop Coffee’ pop-up event designed to reward the sneaker community.

For the Off-White Chuck 70 release, sneaker community and shop Offspring organised a raffle of 2000 units, giving those who won a ticket a guaranteed purchase of their shoe at Selfridges. After their purchase, ticket winners wearing Chuck Taylor were invited to Converse’s pop-up coffee shop, the Chuck Stop.

Guests to the pop-up were able to graffiti on the converse chuck graffiti wall, pick up their free tote bag and socks, grab a drink and bagel and also take a picture at the offspring community wall – another competition to win automatic entry in to the next sneaker raffle. The space saw the attendance of around 600 people.

Will Mould, Managing Director at XYZ said: “Converse and Offspring wanted to reward their community and celebrate the Off-White x Converse Chuck Taylor collaboration. The feedback has been incredible with over 600 people visiting the Chuck Stop Cafe and people coming from all over the UK to get their hands on this limited release.”

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