­­

Snack brand Pringles has launched a nationwide Digital Out-Of-Home (DOOH) campaign to encourage participation in its Easter on-pack promotion, “Take a Bite and Win a Flight”.

Players are being invited to snap and share a picture of themselves enjoying their favourite Pringles on social media for the chance to win a trip to a European destination every hour throughout every day of the month-long promotion.  The DOOH campaign has been designed to amplify the social media campaign and will harness the real-time capabilities of the medium by featuring the social photos of each hourly winner in real-time on panels close to point of purchase.

The campaign runs until 16th April on six-sheet digital panels outside key Tesco and Asda stores nationwide.

OOH campaign planning is by location marketing specialist Posterscope and Carat, with creative produced by promotional marketing agency ZEAL.

Emily Dutton, Assistant Brand Manager, UK & I Pringles, says: ”Easter is a time for friends and family to get together and celebrate, and Pringles plays a big part in this sharing occasion.  Our ‘Take a Bite and Win a Flight’ adds another sharing opportunity into the holiday, and with our winners celebrated on advertising panels close to purchase points, we want to encourage shoppers to grab a tube and get involved.”

Lee Mabey, Agency Strategy Director at Posterscope, adds: ”Research has shown that people are more likely to enter a competition if they feel that they have a real chance of winning.  Our ability to feature real-time, user-generated content from our competition winners on panels right next to purchase points, taps directly into this and will help to drive interest and desire for this fantastic Pringles promotional.”

Posterscope is the world’s leading out-of-home and location marketing specialist with billings in excess of $3 billion and over 1,000 staff in 57 offices in 34 countries worldwide.

The Pringles brand is now owned by Kellogg’s, which bought it for $2.7 billion in May 2012 from Procter & Gamble. It is one of the world’s most popular snacks,

The post Pringles pops UGC onto digital posters to push “Take a Bite and Win a Flight” appeared first on IPM Bitesize.

Oreo, the world’s biggest-selling biscuit brand, has launched an innovative Out-Of-Home (OOH) campaign across London to drive purchase and participation in its 2018 Great Oreo Cookie Quest promotion.

The core of the OOH campaign is a specially built, interactive digital poster within a fully wrapped bus shelter on London’s busy New Oxford Street. It offers passers-by the opportunity to find hidden cookies in a version of The Great Oreo Cookie Quest game and win a free pack of Oreos, dispensed directly from the poster site.

The new OOH campaign runs for two weeks across 245 panels and 10 Transvision screens in rail stations across London, featuring a variety of creative executions directing people to the New Oxford Street game and encouraging purchase in-store.

The OOH game comes complete with its own bespoke mobile interactive game with location-based targeting around the dispenser to lead users to the OOH site and encourage participation in the quest.

OOH campaign planning is by location marketing specialist Posterscope and Carat with creative produced by Liveposter and is part of a wider advertising campaign that includes TV, online and in-store activity and displays.

“We’re kicking off this year in style with a wonder filled activation that offers a great brand experience for consumers,” said Katie Dade, senior brand manager for Oreo. “As well as raising mass awareness of The Great Oreo Cookie Quest promotion, this OOH campaign, featuring the interactive game and prize dispenser, brings the game alive through an additional fun and experiential element.”

Thomas Mason, planning and buying director at Posterscope, added: ”It makes sense for The Great Oreo Cookie Quest campaign to incorporate an OOH element, not just to help drive people in-store to purchase but also to encourage them to join in The Great Oreo Cookie Quest as they go about their daily journeys across London.  The increasing digitisation of out-of-home means that we can devise ever more innovative and fun elements into OOH campaigns, in this case a great interactive game and Oreo cookie dispenser.”

The Great Oreo Cookie Quest, which launched in the UK in mid-January and which runs until 31st May 2018, is effectively two promotions.

One, an instant win on-pack promotion, offers customers the opportunity to win the grand prize of a once-in-a-lifetime trip to California for four people, with a visit to the Googleplex and spending money. Other instant win prizes include 780 Bluetooth compatible speaker – (up to 39 will be awarded each week) worth £13 and 1,320 Oreo Earphones (up to 66 will be awarded each week) with a value of £3.

Consumers have to buy a promotional pack (unless they live in Northern Ireland, where there is a No Purchase Necessary route to conform to local gambling laws). If they are using a computer, they then go to the promotional website, www.oreoquest.com; if they are using a mobile device, then they can download the “Oreo Quest” app from the Google Play Store or the App Store and tap on the “Enter CODE” button which will take them to the promotional site.

They are then asked for their details and have to upload a scan of the logo from the pack or of an Oreo, plus their pack code.

The second promotion involves using the Oreo Quest app to find hidden Oreo Cookies and dave them to a ‘Cookiedex’. These cookies can be found by solving daily clues, identifying the object involved and then scanning it using the app, or by scanning random objects. Daily clues will involve riddles such as “What puts hands on your wrist?” if users then scan a watch, an Oreo will be revealed on their phone screen.

There are 30,000 £5 Google Play vouchers to be won by collecting cookies and scoring points, and one grand prize of a Samsung Galaxy J7.

The hidden cookies are worth different points depending on their colour – one point for chocolate, three points for silver and five points for gold. A maximum of 390 cookies can be stored in the ‘Cookiedex’ and the Galaxy J7 will go to the user who collects the biggest point total. The £5 vouchers can be won by players who are among the first to reach particular scores. Players can also earn Oreo wallpaper and stickers to use in their messaging apps.

The Great Oreo Cookie Quest app plays on Oreo’s partnership with Google, which began in August 2016, and which is why the prizes are Google Play vouchers and an Android phone (the Samsung). It has elements similar to that of the hugely popular Augmented Reality game “Pokemon Go,” where users search for virtual Pokemon in their surroundings and catch them storing them in a Pokedex on their phones.

The Great Oreo Cookie Quest app was created by US ad agency The Martin Agency, in partnership with Carat and US AR developer Gravity Jack. It launched on iOS and Android at the end of January in the U.K. and will roll out across Europe, Russia, Latin America and possibly the U.S.

Mondelēz International is a global snacking company with 2016 net revenues of approximately $26 billion. Mondelēz is a world leader in biscuits, chocolate, gum, candy and powdered beverages, with power brands including Oreo and belVita biscuits; Cadbury Dairy Milk and Milka chocolate; and Trident gum.

The post Oreo runs biscuit dispensing bus stop to push Cookie Quest game appeared first on IPM Bitesize.