Baby and toddler food brand Kiddylicious has created a new version of its popular online game, Wafer Wipeout, with new graphics, ingredients and prizes. The Candy Crush-style game was originally launched last year to raise awareness of the brand’s range of Wafer products amongst parents of young babies.

Wafer Wipeout challenges players to smash through rows and columns of Wafer packs and ingredients. For a period following the launch of the updated app, those who manage to hit the magic number of 1,000 points in 60 seconds could enter their details for the chance to win a range of prizes, including high chairs, plate sets and weaning kits.

Kiddylicious Wafers are designed to be the ideal first solid food for babies. Each Wafer is the perfect size for little hands to hold, and are crumb-free, which makes them a great weaning snack for little ones. They come in four flavours – strawberry, blueberry, carrot and banana – and contain no allergens, added preservatives or artificial colours.

The agency behind the campaign is Bath-based Ready, specialists in promotional and tactical campaigns for consumer brands.

Ready’s creative director Jake Xu says: “We had brilliant feedback from parents on the original Wafer Wipeout game. So it seemed only natural to give it a makeover and offer a fresh range of great prizes to be won. With several new parents in the Ready office, we know first-hand how great Wafers are during the weaning stage. On that front, we are also working with Kiddylicious on a range of informative content to support parents during the weaning stage. So we’re excited to reveal this very soon.”

The post Kiddylicious creates new mobile game appeared first on IPM Bitesize.

Quidco, the UK’s leading online cashback website, has launched a football-themed digital promotion to drive brand awareness this summer.

Players of ‘Quidgoal’, hosted on the brand’s site, must complete a footballing challenge for the chance to win instant cash prizes.

There are three challenges in total: taking penalty kicks, saving penalty kicks and evading tackles. Players are assigned one at random, and must complete it to stand a chance of winning a share of the £25,000 prize pot.

Repeat plays are unlimited, meaning users can increase their chances of winning by playing multiple times.

Users must be signed up to Quidco’s free service before they can participate, as winnings are deposited directly into their Quidco accounts.

The Quidgoal experience can be played on both desktop and mobile devices. A dedicated campaign to drive traffic to it will incorporate email, social media and word-of-mouth.

Quidco partnered with creative agency Ready on the campaign. Ready has previously helped Quidco use gamification to drive awareness of its service around seasonal events including Easter and Christmas.

Ready’s creative director Jake Xu said: “Creating a highly addictive game that offers instant cash prizes is the perfect way to showcase just how simple it is to earn cashback by shopping online through Quidco.”

The campaign, which launched this week, will run for three weeks.

It is sponsored by several of Quidco’s retail partners including Littlewoods, Microsoft and Paddy Power, generating exposure for each brand and encouraging members to earn cashback by purchasing from their ecommerce sites.

The post Quidco launches football-themed online promotional campaign appeared first on IPM Bitesize.

Nespresso, the pod coffee machine system from Nestle, has launched its latest campaign featuring Hollywood star, George Clooney, with a fully integrated campaign featuring TV and online advertising, plus a content-rich landing page including behind the scenes footage and consumer engagement through interactive image filters and gamification and prize promotions on the brand’s social channels.

Launched September 25^th 2016 at www.nespresso.com/whatelse, the light-hearted campaign sees George embark on a rough night as he looks to protect his precious coffee. Starting in the stylish Nespresso boutique on London’s Regent Street, George’s adventure begins as he strikes up conversation with an attractive female over a cup of Nespresso coffee. Sadly for him, she is the wife of the ‘boss’, who demands Clooney’s Nespresso as punishment.

And so ensues an eventful evening, courtesy of the ‘boss’, played by ‘Pirates of the Caribbean’ and ‘Deadwood’ star, Ian McShane, which sees Clooney take a trip through the backstreets of London. The following morning we see a battered and bruised George in his home savouring his Nespresso coffee, as he lets the audience and his maid know that he ‘wouldn’t change a thing’ about his Nespresso experience. As the maid walks off, she comments: “Must be some coffee…”

The campaign was created with McCann Worldgroup and kicked off with a teaser phase earlier in September with consumers were invited to guess what fate awaited George Clooney.

Alfonso Gonzalez, Chief Customer Officer for Nespresso, explains: “Our relationship with George strengthens year on year, and in our twelfth collaboration, we have created a storyline that shows Clooney at his best. He is a true partner for the brand, and here we see just how far he is willing to go for that incomparable Nespresso coffee experience”.

The full TV advertising campaign from Nespresso, entitled Change Nothing debuted worldwide (excluding US and Canada) from September 25^th. It can be viewed on YouTube or via the Nespresso website, www.nespresso.com/whatelse.

The post Nespresso, Clooney ‘wouldn’t change’ appeared first on IPM Bitesize.

Red Bull has launched a limited edition Gaming 4-pack linked directly to its biggest eSports event, Red Bull 5G.

Red Bull 5G offers consumers the chance to compete in five of the biggest online games around – Hearthstone, League of Legends, Project Cars, Rocket League and Street Fighter – and pits gamers from the North and South against each other.

The tournaments are being run for Red Bull by ESL Play, part of German based company ESL which organises e-Sport tournaments around the world.

The winners of the Red Bull 5G national finals will be taken on an all expenses paid trip to Japan.

Each pack will feature a unique code to redeem on www.redbull5g.com, which unlocks exclusive power ups and in-game add-ons. Red Bull says 25% of gamers consume energy drinks whilst gaming, with video gaming the third strongest association with Red Bull, just above music. 84% of gamers think Red Bull is a good or perfect fit for eSports.

With a growing number of console users, the UK market value alone is set to reach £3.9 billion in 2017.

The limited edition 4-pack runs across Energy Drink, Sugarfree and £4.49 Price Marked Packs and was meant to be in store from August 8th. The messaging on pack and POS will invite consumers to pledge allegiance to their region and battle it out to be crowned the best gamers in the UK.

Gavin Lissimore, Head of Category Marketing at Red Bull, comments; “This campaign will be pitting the best gamers from North against the best gamers in the South. When the campaign launched in the states with Destiny, a huge global game, we saw consumption of Red Bull whilst gaming double. In the UK, our customers Asda saw a 6.4 increase in average base sales for Red Bull, with the Destiny pack.”

The post Red Bull North vs. South eSports promo appeared first on IPM Bitesize.

UK pub and restaurant chain Mitchells & Butlers is delivering an interactive mobile experience incorporating gameplay to attract new visitors during the Euro 2016 football tournament.

The new online campaign is centred around the Mitchells & Butlers Green Card app, powered by Eagle Eye Solutions, the SaaS technology company that validates and redeems promotions in real-time, and is driven by technology from 3radical, whose Voco software platform already delivers interactive digital experiences for brands such as Dell, Zizzi, Visit Scotland and British Land.

Mitchells & Butlers is using the new technology to engage its customers in a fun and interactive way, starting off with a virtual bingo card game. The plan is to combine mobile and social experiences across its Sizzling, O’Neill’s and Crown Carveries brands.

This latest activity sees consumers access a virtual bingo game within their existing Green Card app, driven by 3radical Voco.

When users of the Green Card App click to play they receive a unique QR code, generated in real-time by Eagle Eye. Once scanned at the till in an outlet, this code unlocks squares on the customer’s bingo card with the flags of the two teams playing at that time.

After a line, row or full card of flags is unlocked players are sent a reward voucher (for example, for a free beer with a main course) which is saved in the wallet within the app.

Players will also have a chance to win a variety of prizes including a weekend break in the capital city of the winning country of the Euro 2016. Sharing the game via social sites such as Facebook and Twitter and answering quizzes about themselves will allow players to earn entries into other competitions to win additional prizes.

Tens of thousands of teams have already been unlocked by players, and a large population are also engaging with the other aspects of the interactive experience such as social sharing and quizzes.

Ben Riding, Marketing Manager, Sizzling Pubs, said: “As part of our commitment to our pub goers, we are keen to make experiences as exciting and interactive as possible. We see this new campaign as a significant innovation in the way pubs encourage new visitors and a way to encourage repeat visits and ongoing customer loyalty. The new campaign also allows us to collect data that can help us take a more personal approach to how we communicate with our customers.”

Phill Blundell, CEO of Eagle Eye, says: “The Green Card app has seen great success over the last two football seasons driving customers back into the pubs and increasing loyalty through real-time rewards and personalised offers. This new addition of the bingo game around the Euros will be a fun way for consumer to interact with the brand as well as generate new real-time data for M&B to use as part of their re- marketing activities throughout the tournament and beyond.”

The post Mitchells & Butlers mobile gamification appeared first on IPM Bitesize.

Euro 2016 sponsor Kia and The Telegraph have linked up for a consumer-facing campaign designed to create buzz in the build-up to and then throughout the tournament, driving association between Kia and football, as well as showcasing the All New Kia Sportage.

The campaign is made up of four distinct elements. To kick off, four events are planned across the country at Kia dealerships – in Bolton, London, Bridgend Wales and Burton – phased around key milestones such as the England warm-up matches and squad announcements. The first event took place in Burton on 17 May.

The events feature high profile figures in football including John Barnes, Stuart Pearce, Dean Saunders, Garry Monk and Neil Lennon with the events all fronted by TV presenter Sue Thearle.

Content captured at the dealerships will be published on the Telegraph website and social channels. Guests attending the preview events will be offered the chance to win tickets to the opening match of Euro 2016. To further showcase the All New Kia Sportage, football talent will be asked for their tournament predictions, players and teams to look out for from the passenger seat of the vehicle.

The second phase of the campaign, taking place as the tournament gets underway, will follow Telegraph sports writer Thom Gibbs on a road trip to France in a Kia Sportage. Thom will be capturing the build-up, game results and fan reactions in a 36 day video series called ‘Thom Voyage!’ hosted on the Telegraph website and shared channels.

To further drive interaction with the campaign, the Telegraph has created a bespoke Kia penalty shoot-out game offering a chance to win an All New Kia Sportage. The game, which launched mid-May and which runs until July 10^th, is fronted by ex-England Goalkeeper David James. It is being promoted across Telegraph platforms at tgr.ph/penaltyshootout

To close the campaign, there will be a series of ‘WoW’ features, showcasing incredible moments from the competition in the light-hearted, tongue- in-cheek tone of voice that Kia is known for. These will run alongside high impact, tactical display activity at key moments throughout the tournament, celebrating, commiserating and congratulating teams on their performance.

The deal was put together by Havas Media UK.

Simon Hetherington, Commercial Director at Kia, said: “Kia has a strong link with football. Euro 2016 this summer will ensure that as a brand we will gain cut-through with new consumers and current Kia owners. The partnership with The Telegraph offers sports fans some great once-in-a-lifetime opportunities and allows consumers to experience the Kia brand in an interesting and engaging way.”

Keith Perry, Group Sport Managing Editor at Telegraph Media Group, said: “We’re delighted to have worked with Kia and Havas around this key sporting event, and look forward to helping keep the KIA Sportage top of mind with football fans throughout the tournament.”

The post Telegraph links with Kia for Euro 2016 appeared first on IPM Bitesize.

Bupa UK is running a one-of-a-kind interactive music video that shows people how their bodies are performing. Starring band The Futureheads, the campaign aims to raise awareness of Bupa UK’s new health assessments, developed to help meet changing healthcare needs and demands of people across the UK.

An online quiz will allow consumers to create a unique, personalised version of the band’s ‘Heartbeat Song’ to show how their health is performing. Each of The Futureheads band members represents a part of the body – the guitarist is the liver, the drummer the heart, the bassist the bones and the lead singer the lungs.

Participants just need to answer four health related questions and their responses will impact upon the band’s performance in a variety of unexpected ways – cue guitars turning into dogs, explosions and collapsing drum kits.

Directed by award-winning director Rob Brandon, the music video is aiming to raise awareness of how different lifestyles can affect health and wellbeing. The result is a fun music video full of exciting and unusual antics. To create the video, Bupa UK and advertising agency WCRS shot 54 different clips and created 175 individual permutations.

The campaign follows new research which reveals that most Brits are unaware about what’s actually happening inside their bodies. A recent survey, conducted by Bupa UK, found that nearly two-thirds (63%) of the nation don’t know the basic functions of their kidneys, while more than two in five (44%) don’t know the basic functions of their lungs.

Simon Chrisp, General Manager, Sales and Marketing, Bupa UK, says: “This innovative digital campaign highlights our new health assessments, which are all about starting a better relationship with your health. In today’s busy world, these assessments provide a chance to stop and take stock of your health and wellbeing. They give you a detailed picture of your current health, with guidance on how to move it in the right direction for the future. Working with The Futureheads has been fantastic – now I’m looking forward to seeing the public get involved and create their very own body as a band videos.”

Tom Crossley, Managing Partner, WCRS adds: “We’re really excited by this new and innovative way Bupa are talking to a hard to reach young audience who generally don’t even think about the effects their day to day habits have on their health. Hopefully if they can see the effects your lifestyle would have on a band they’ll stop and consider whether it’s the right time to get a check with Bupa. We’re extremely proud of the campaign and had a lot of fun creating the fully interactive experience with The Futureheads, in particular the 54 individually crafted music videos”

The new Bupa campaign launched on Monday April 4th and will be promoted for eight weeks via a partnership with digital media website Mashable, as well as a range of other social media, blogger outreach and digital advertising activity.

Test your body’s own performance here: www.bupa.co.uk/bodyasaband

The post BUPA teams with Futureheads appeared first on IPM Bitesize.

Molson Coors, one of the UK’s biggest brewers, has announced a new partnership for its award-winning loyalty programme, iPint, with Football Manager, the best-selling football management simulation game.

As part of Carling’s strategic partnership with Football Manager, the app will now include a new and exclusive Football Manager quiz which rewards players with cashback prizes. Players compete for a spot on the weekly leaderboard by answering five football-related questions within a ten second time limit. The top ten highest scorers win £10 deposited straight into their bank accounts.

Alpesh Mistry, Customer Marketing Director at Molson Coors, says: “iPint continues to go from strength to strength with research showing 75% of all engaged iPint users have visited the app more than ten times in 2016. Our new partnership with Football Manager is the perfect example of how we are leveraging fantastic relationships with like-minded brands to generate consumer excitement and increased loyalty in the beer category.”

Mistry adds: “Our long-term objective is not only to build the most significant loyalty app, but to continue to ensure we utilise relationships with a number of key partners to unlock value for our customers both in the on- and off-trade.”

Miles Jacobson, Director at Football Manager, says: “It’s hard to imagine two brands that go together as well as Carling and Football Manager. The Carling Weekly Quiz promotion is a perfect example of both teams bringing something to the party and we’re looking forward to working together on a number of similar projects with the Carling team.”

Molson Coors continues to strengthen ties with iPint’s existing partners to give consumers access to even more exclusive rewards upon the purchase of Carling four packs. Prizes and rewards include cashback, 30% off Sky Sports day passes from NOW TV, 25% off bills at Sizzling Pubs and the chance to win a £1,000 holiday getaway.

Carling iPint has previously been ranked as one of the top 25 all-time free apps for the iPhone. The revised iPint app was developed in partnership with mobile agency Hi Mum! Said Dad and is available for download from the Apple App Store and Google Play Store.

The post Football Manager signs Carling iPint appeared first on IPM Bitesize.

McDonald’s has launched the latest version of its long-running Monopoly promotion, Monopoly Prize Choice in the UK and is about to launch a different Monopoly-themed game in the US.

It is the 11^th year in a row that McDonald’s UK has teamed up with global toy and game company Hasbro to create a Monopoly themed promotion. In Monopoly Prize Choice, players will have the chance to win over 55 million prizes, the largest pool of prizes McDonald’s has ever offered.

The big difference this year is that prize winners are being given more of a choice in what they get – for example, players can win a holiday and choose between jetting off to California, Thailand or New Zealand, as well as choosing trips and activities to get involved in when they land. Winners of a Mini Cooper, can choose from the 3-door Hatch, Countryman or Clubman.

The choice element also extends to the smaller prizes on offer: so, for example, winners of one of the food prizes on offer can choose between a Big Mac or Quarter Pounder, McFlurry or Cheeseburger.

The Marketing Store, which has been working on the McDonald’s Monopoly promotions for years, has developed the new campaign concept, after consumer research showed McDonald’s customers cherish life experiences over material possessions.

The prize pool has therefore been refreshed with this in mind, with specially selected prizes to ensure winners have an unforgettable experience.

The multimedia marketing campaign for the promotion showcases choice at every touchpoint, including out of home, packaging, in-store, social posts, community management and website, all designed to bring the concept of choice to life.

Working with Leo Burnett London, choice has been activated through a TV advertising campaign that gives viewers the power to choose what their TV adverts look like each week. Through the use of Twitter polls, viewers can choose from a range of thrilling and daring stunts inspired by the prize pool.

Steve Howells, Head of Marketing at McDonald’s, said, “For the 11th year of McDonald’s Monopoly, we wanted to re-invigorate the promotion and make it bigger and better than ever before. With choice at every level of the prize pool, we are empowering our customers by giving them a say in every win; from choosing their holiday destination all the way through to choosing between a Cheeseburger and a McFlurry.”

Howells adds: “With millions of prizes to be won, the theme of choice is brought to life across all of our marketing activity, and we are hugely excited to be putting the power in the hands of our customers by allowing them to choose what our next TV advert looks like each week.”

Sav Evangelou, Executive Creative Director at The Marketing Store, said, “We aimed to create a brand experience more than a promotion because customers said they loved the experience of gameplay. In 2015 when we gave customers props and prompts like wearable Mr Monopoly moustaches, they captured the experience and shared it across their social networks, so we’re keen to see how customers will respond to a campaign that gives them even more to talk about.”

Monopoly Prize Choice will build on the success of the 2015 Golden Chances Monopoly game, which awarded a record 9.3 million prizes and delivered 18.5 million online entries.

The Marketing Store will also support the promotion with online and mobile gameplay and offer more ways to engage on social media following last year’s 75,000 direct interactions across Twitter and Facebook, and 18m online game plays.

Additionally, McDonald’s will run a Monopoly Prize Choice game for McDonald’s 100,000 UK restaurant employees, which will be live in parallel with the consumer promotion.

In the US, McDonald’s will be introducing Money Monopoly – with instant win cash prizes plus a grand prize draw for $1m – on March 29^th.

McDonald’s first linked up with game company Hasbro to license the Monopoly intellectual property rights for a game in 1987 and has been running Monopoly-based promotions ever since.

The post McDonalds launches Monopoly Prize Choice appeared first on IPM Bitesize.