Matt Henkes, Profile Manager at Bray Leino, commented: “This was an unmissable opportunity to help promote #2MinuteBeachClean in a fun and memorable way. Our office is in North Devon, a short drive from many of the UK’s best beaches. So for us, the issue of ocean and beach plastic pollution is one that’s close to our hearts.”

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Vodafone recently launched the #VodafonePocketCinema, which invited shoppers at the Birmingham Bullring to take a seat in giant comfy deck chairs, devour some popcorn and enjoy great content on a cinema screen made from over 100 mobile phone handsets. The experience was delivered by creative agency, Haygarth, in order to encourage visitors to learn about Vodafone’s new Red Entertainment Plan.

From August 16th to 19th, brand ambassadors offered phone demos and encouraged visitors to use the bespoke photobooth. Anyone that shared their photo online using #VodafonePocketCinema was in with a chance to win prizes from a pair of on-ear Bluetooth headphones to a Bluetooth Speaker. Additionally, Vodafone offered free popcorn to anyone that brought a cinema popcorn box from the stand into the nearby Vodafone store.

The epic cinema screen is an exciting first for Vodafone. Haygarth partnered with Syndicut to seamlessly play 105 cuts of content to create one epic viewing experience for visitors to the stand.

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Brand Culture‘s Scott White explores which brands seized great entertainment opportunities this year, as well as the best marketing opportunities in 2019 that could drive customer and consumer engagement.

The dust has only just settled on this summer’s main cultural events and we’ve seen a raft of brands either actively embracing or deliberately avoiding them. If you’ve not yet got around to thinking about promotional and shopper campaign ideas for your brand next summer, then why not take a look at some of 2019’s hot entertainment properties that could provide the difference between sizzling and luke-warm sales.

Aligning with a major summer sporting event, such as the football World Cup, comes with a hefty sponsorship fee and, as a result, is often the preserve of major multinational brands, while piggy-backing events without official rights to the intellectual property can be successful but also a dangerous game to play if you lack credibility in the space or are seen to be capitalising on the property without approval.

As we’ve seen over this long, hot summer, the old adage “If you can’t beat them, join them” can pay dividends if done well, but we’ve also seen a fair share of UK brands avoid the clutter of sporting events. Some jumped on the opportunities afforded by the feel-good-to-be-British Royal Wedding in May (for example M&S, Tyrrells Crisps, Soda Stream, Strongbow and Cottonelle). Others got up close and personal with ITV2’s fourth series of reality show Love Island, including Rimmel, Jet2, Kellogg’s, Lucozade Zero and Missguided. Elsewhere, brands like Victoria Plumbing, O2, BP and Pizza Hut have chosen to partner with entertainment franchises Dead Pool 2, Netflix’s Stranger Things and Jurassic World: Fallen Kingdom to help achieve their objectives.

Because, much like sport, entertainment releases such as film and TV shows have the ability to pervade public consciousness and foster a positive emotional connection – fuelling online buzz, family discussions on the way to school and water-cooler conversations at work. It was no accident that following England’s victory over Sweden, The Sun’s editor chose the front page headline ‘Mamma Mia! Here We Go A-Kane!’ – acknowledging consumer awareness and excitement for the imminent cinema release of Mamma Mia: Here We Go Again!, the follow-up to 2008’s ABBA musical phenomenon.

Now, more than ever, ‘entertainment’ as a whole presents a wealth of marketing opportunities for brands. The licensing of character/entertainment properties is in rude health, with brands contributing towards the US$121.5 billion in global revenue from licensed goods and services – which is a whopping 44.7% of the total global licensing market and by far the largest segment of the licensing industry. The now mass market consumer appeal of video games and the successful rise of video streaming – which has exceeded pay TV subscribers for the first time in the UK with the likes of Netflix and Amazon Prime’s original content and scripted TV series – are also contributing to a rich pool of creative brand campaign ideas.

Looking ahead to summer 2019, then, what are some of the big entertainment properties that could drive customer and consumer engagement in your brand?

Kicking things off are May’s cinema releases of Disney’s Aladdin, a live action movie featuring Will Smith as the Genie, and Universal Pictures’ Illumination title The Secret Life Of Pets 2, which sees the return of much-loved Max, Duke and their animal friends. In hot pursuit are Disney/Pixar’s long-awaited Toy Story 4 in June and Sony’s Spider-Man: Far From Home, the sequel to 2017’s Homecoming, in July. Rounding off the summer with a bang is the ninth instalment in Universal’s unbelievably successful global franchise, Fast & Furious, and Disney’s new adaptation of best-selling book Artemis Fowl, directed by Kenneth Branagh.

Outside of the cinema, 2019 is anticipated to be a great year for video game releases, although you may not be able to activate with a big property over the summer, as traditionally triple A titles tend to release in Q1 or Q4. That said, the iconic and epic video game Halo is scheduled to get a scripted TV spin-off series which goes into production early 2019, and this leads us neatly into the TV shows to watch out for. Next year sees the return of Game of Thrones Season 8, Big Little Lies Season 2, a re-booted Shipwrecked, The Crown Season 3, Stranger Things Season 3, the last ever season of Homeland and Fargo Series 4 if you’re looking for something a little more quirky.

So, there really is something for everyone, with a choice of existing and new franchises that will capture consumer hearts and minds and present exciting ways for your brand to create that all-important cut-through along the entire shopper journey.

Scott White is Managing Partner at Brand Culture, one of the world’s leading agencies specialising in entertainment and lifestyle-led shopper campaigns.

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Lucozade Ribena Suntory’s TED – Technology, Entertainment and Design – team has delivered its first in-house TV creative; a Lucozade Zero and Love Island tie-up, which is part of a £6m multimedia campaign partnership with ITV2’s BAFTA award-winning Love Island show.

The Love Island partnership will also include VOD, OOH, Digital and Social to drive awareness and cultural relevance with Lucozade Zero’s target audience, as well as a competition to win tickets to the show’s final.

Pioneering a model of collaboration, TED led the strategy and creative, working closely with both the Lucozade Zero brand team and ITV to generate ideas and partnership assets, along with MediaCom to plan the media campaign.

The print and digital out of home elements of the campaign were shot by renowned fashion and sports photographer, Richard Allen, and the in-store campaign features bespoke smart-screens activated by warm weather. Consumers will also be reached through a branded Snapchat lens; Love Island app; influencer content; and a competition to win tickets to the Love Island live final.

The campaign kicks off with an upbeat, summery TV ad where the protagonist is looking for her perfect match. She optimistically engages with a couple of guys until she humorously realises they are not quite for her. Suddenly, the sound of a text gets her excited. It’s a new arrival, and it’s 100% her type. Finally, she’s met the one that ticks all her boxes: Lucozade Zero, a drink that tastes great and has zero sugar. The ad ends with the “Fancy It?” tagline.

Laz Ioannou, TED Creative Director, comments, “Our writers, designers and strategists sit alongside the marketing teams every single day, allowing us to get truly under the skin of their brand. We tapped into the Lucozade Zero brand team’s consumer insight and were then able to take them through every step of our creative process. Collaborating with ITV’s production house also opened the door to an agile and iterative process, which we believe has helped develop a great end result.”

Claire Heys, ITV Brand Partnerships and Content Director, adds: “I’m delighted to welcome Lucozade Zero as a partner of the summer’s hottest show. We’ve worked closely with the brand to launch Lucozade Zero on TV with a fantastic new Love Island themed advert which I’m sure will really appeal to viewers.”

The TED team includes designers, developers and strategists who sit within the Marketing department at Lucozade Ribena Suntory (LRS) responsible for supporting Lucozade Ribena Suntory’s brands with everything from pack shots and shopper marketing creative to billboard ads and TV spots.

Rick Oakley, TED Head, comments, “We recognise the invaluable expertise of our brand’s creative agencies, but we’ve built a hugely talented team able to deliver fine creative work and, where feasible, we’ll deliver projects of this size in-house. The savings the brands make here are ploughed back into media to ensure our great creative is seen even more widely and drives sales.”

Lucozade Zero was the biggest soft drink launch in 2016 and the brand is now worth £30m. The brand is part of Lucozade Ribena Suntory, one of the leading soft drinks businesses in the UK and Ireland. LRS was formed in 2014, and is part of Suntory Beverage & Food Europe. Soft drinks brands include Lucozade Energy, Lucozade Sport, Fitwater, Ribena, Orangina and True Nopal Cactus Water.

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Soft drinks company Nichols plc. has launched a new ‘anti-advertising campaign’ for its Vimto brand, with a budget of £3m covering TV, social media (including a Snapchat lens) and digital, a partnership with student-focused viral content site Unilad, experiential sampling and what it says is an industry-first: personalised Video on Demand (VOD) and cinema.

The new ‘I See Vimto in You’ campaign, which launches during Love Island on June 4th, 2018 and runs throughout the summer, repositions the popular soft drinks brand with its target audience of 15-19 year olds. Nichols says the ad is engaging, disruptive and taps into the teen desire to be themselves in a world of constraints.

Its anti-advertising approach even goes as far as to suggest viewers should close their eyes rather than watch the advert. The new campaign also marks the end of brand representative, the Vimtoad, an animated character created by Aardman and introduced in 2014 to represent the product’s disruptive and anarchic element.

Emma Hunt, Head of Marketing at Nichols, says: “The approach is refreshingly different, just like Vimto. We want the ‘I See Vimto in You’ campaign to be a celebration of individuality and a catalyst for fun, encouraging teens to be themselves and take enjoyment from the everyday – like they do when they drink Vimto.”

Nichols says the campaign shouldhelp Vimto significantly increase its current sales value of £78m, claiming that the brand is in one in five households in the UK and continues to outperform the category, growing at +6.0% YOY.

Hunt adds: “The Vimtoad, who has starred in our campaigns over the past four years, has successfully helped us to deliver the message that Vimto is a multi-fruit soft drink. Under his watch, we’ve seen Vimto rise to its highest levels of brand awareness, but now it’s time to appeal to our core target audience in an innovative and contemporary way.”

The ‘I see Vimto in You’ national multi-media campaign will reach over three million teens across the country. This includes the Vimto brand’s return to TV, with the Love Island launch spot on June 4th. It will also break new ground with its unique personalised advertising across cinema and VOD, as well as experiential sampling, social influencer programme, the Snapchat lens and the partnership with Unilad.

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Lucozade Energy is delivering its biggest ever sampling activity across the UK this year as part of its wide-reaching Energy Beats Everything campaign. The brand’s extensive sampling will see seven million ice-cold orange 150ml cans being circulated during this campaign will drive sales of Lucozade Energy by getting the drink into the hands of consumers.

The brand is also handing out vouchers as part of the sampling campaign, giving consumers 50p coupons to be redeemed against any Lucozade Energy or Lucozade Zero SKU.

Sampling for the UK’s number one energy drink will be activated nationwide, in high footfall cities and the surrounding areas throughout England, Scotland and Wales. The brand is spending a total of £28m on the Energy Beats Everything campaign, which will also include nationwide TV, outdoor and digital activity, alongside in-store marketing.

Bridget Hirst, Brand Manager at Lucozade Ribena Suntory, says: “In the past, our extensive sampling campaigns have proven to drive a 9% sales uplift on Lucozade Energy.”

Lucozade Ribena Suntory is one of the leading soft drinks businesses in the UK and Ireland. LRS was formed in 2014 and is part of Suntory Beverage & Food Europe. Its soft drinks brands include Lucozade Energy, Lucozade Sport, Fitwater, Ribena, Orangina and True Nopal cactus water.

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The Black Tomato Travel Group has launched a new interactive video service, BLACKWIRE, a joint venture between its content division, Studio Black Tomato, and leading interactive video technology company, WIREWAX.

Studio Black Tomato is a content creation and marketing agency which produces content and media campaigns for some of the biggest brands in the world. Black Tomato Travel Group also owns a multi-award-winning incentive and motivation travel company, Black Tomato Agency.

The BLACKWIRE platform combines Studio Black Tomato’s expertise in shooting video content which brings destinations, and the properties and experiences they offer, to life, and combines it with WIREWAX’s leading interactive video technology.

BLACKWIRE integrates calls to action and hotspots within videos that viewers can touch, click or interact with, allowing them to switch camera views and uncover real-time insights or determine the video’s path and outcome. The two partners claim BLACKWIRE can provide grants brands with “a more subtle, authentic marketing approach” which enriches content and interest, rather than trying to control the user’s experience.

The result is a content offering where viewers can uncover details beyond the images they see on screen. It means they can discover more about destinations and book experiences within the video they are watching, without having to leave the video player.

For example, built-in geo-intelligence and live pricing could allow audiences viewing a video of a travel destination to simply hover their cursor over a hidden hotspot and discover live weather data on a destination, prices and hotel availability, as well as uncovering behind the scenes details.

The two partners say that live interaction of this sort can bring brands to life, double dwell time and produce more memorable long-term results than the short-term benefits associated with a traditional non-interactive video.

Tom Marchant, co-founder of the Black Tomato Group, says “The immediacy of interaction opens up incredible opportunity and there are hugely powerful benefits here for our clients and their consumers”.

Dan Garraway, co-founder of WIREWAX, observes: “Viewers have come to expect to touch every screen they use and this new partnership with WIREWAX and Studio Black Tomato truly maps the landscape for how brands can monetize in meaningful, creative and experiential ways with their consumers.”

WIREWAX is an award-winning technology powering 90% of the world’s interactive video. WIREWAX helps brands, agencies and broadcasters take ordinary videos and make them interactive.

Black Tomato Agency is a member of the Institute of Promotional Marketing, the owner of www.promomarketing.info.

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Nestlé UK and Ireland has partnered with online streaming service NOW TV to launch a brand new on-pack promotion which will feature on some of its favourite confectionery brands including KitKat, Aero, Yorkie, Toffee Crisp and Rowntree’s Fruit Pastilles.

The promotion, which went live this week, offer consumers the chance to win either a monthly Sky Cinema, Entertainment or Kids pass, or Sky Sports day pass, with 1,000 passes to be won every hour for eight weeks.

The promotion can be entered from 8.00am to midnight every day from May 21^st to July 15^th, with 1,000 winning moments each hour. Entries outside these daily start and finish times will not be accepted.

To enter, consumers need to go online to the promotional site – www.nestle-promotions.co.uk/nowtv – and input a code found on the inside of a promotional wrapper. They will then be told instantly if they are a winner; if they are, they will be able to select the pass that they prefer. Consumers who win will be asked for their card details as part of setting up a free subscription; they will have to cancel the subscription or they will be charged once the free period has run out.

In the Republic of Ireland, companies can only run prize draws linked to purchase if they partner with a charity which has a lottery licence; for this promotion, Nestlé has partnered with Down Syndrome Ireland.

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Cornwall will be coming to Observation Point on London’s South Bank on Monday 14^th May to kick off a UK-wide roadshow for ice-cream company Kelly’s of Cornwall, offering consumers the chance to sample its range and enter a competition to win a Cornish beachside weekend break.

The Kelly’s of Cornwall Grand Flavour Tour was created to bring a taste of the Cornish Seaside to the rest of the UK, using distinctive Cornish icons.

The activation has been created by i2i Marketing and the stand design was inspired by Kelly’s of Cornwall latest ‘Cornish-speaking’ TV advertisement, which also launches on May 14^th. The Kelly’s of Cornwall TV ad was created by award-winning agency, Isobel.

The London debut will showcase the world’s first “Kelly’s of Cornwall Ice Cream Pasty”. TV chef and Kelly’s ‘ice cream sommelier’ James Strawbridge will be inviting passers-by to try innovative “Cone-ish pasties”, which are made of sweet-filled crumbly pastry.

This works like an ice cream cone and will be topped off with a choice of three Kelly’s ice cream desserts:

• Cream Tea Cone-ish Pasty with Kelly’s Berry Eton Mess ice cream
• Spiced Apple & Date Crumble Cone-ish Pasty with new Kelly’s Butterscotch Pecan ice cream
• Red Velvet Cone-ish Pasty with Kelly’s Clotted Cream ice cream

The unique Cone-ish pasties have been developed by James Strawbridge in association with Wild West PR.

The Kelly’s of Cornwall Grand Flavour Tour will then be travelling around the UK to share its uniquely Cornish Ice Cream at 36 supermarket locations over six weeks.  Visitors will be able to sample the Kelly’s take-home flavour range with a variety of toppings and will be invited to vote for their favourite flavour via digital touch screens on the stand, with a chance to win a beach-side “Flavour of Cornwall” weekend break.

The results of the vote will be shown every week on the Kelly’s Facebook page, along with upcoming roadshow locations, with the nation’s favourite flavour announced at the end of the tour.

i2i Marketing is a multi-award-winning brand experience agency that creates exceptional experiences with a personal touch. A member of UK trade body The Institute of Promotional Marketing (IPM), i2i’s clients include Froneri, Philips, AG Barr and Genius.

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Lucozade Sport, the UK’s best-selling sports drink, has unveiled limited-edition packs featuring a new version of its ‘Move More, Win More’ on-pack competition, first run a year ago, offering consumers the chance to win one of 20,000 prizes, ranging from Fitbits to holidays for two.

The on-pack activity will be supported by a £5m Through-the-Line ‘Made to Move’ campaign to inspire consumers to be more active over the summer. Fronted by Lucozade Sport brand ambassadors, boxer Anthony Joshua and footballer Harry Kane (pictured), a combination of TV, proximity, digital and social activity will show the nation that no-one ever moved forwards standing still. The campaign will culminate at point of purchase with bespoke ‘Made to Move’ POS, developed to maximise the opportunity in-store and encourage purchase of the special packs.

To enter the competition, consumers have have an iPhone with Apple Health Kit installed, a smartphone with Google Fit installed; or a smartphone and a FitBit device. They then need to download the Lucozade ‘Made to Move‘ app and sign up for an account. They can then log eligible exercise activities (either walking, running, cycling or swimming), which translate into ‘Exercise Contributions’. Every day they complete an Exercise Contribution entitles them to be entered into that day’s prize draw. If consumers achieve three Exercise Contributions on separate days during a week, then they can enter the weekly draw.

Prizes for daily draws include Fitbit Charge 2 devices, Lucozade Sport drink bottles, vouchers for 500ml bottles of Lucozade Sport, pairs of Tough Mudder tickets, PureGym passes, and Goals sessions. There will be a maximum of 50 daily prizes awarded.

Every week, one entrant will win a bigger prize, which may be a Fitbit Ionic, a trip for two to the British Grand Prix, a trip to Paris to watch the finish of the Tour De France, holidays for two in San Francisco, New York, Florence or Dubai, or fitness weekends in the Peak District.

Lucy Grogut, Lucozade Sport Brand Director at Lucozade Ribena Suntory (LRS), says, “With the biggest event in the football calendar just around the corner, our new limited-edition packs will allow retailers to capitalise on the increased interest in sports drinks this summer. We know Lucozade Sport sales spike by up to 12% during sporting tournaments, so this presents a huge opportunity for our customers. We’ve got 20,000 prizes up for grabs – that’s 100 per day – so we know shoppers are going to be incentivised to pick up even more Lucozade Sport this summer season.”

The on-pack competition will run on all major pack variants from April 23rd until October, with the latest phase of Lucozade Sport’s ‘Made to Move’ ATL campaign kicking off on June 4th. Consumers can enter via the app for the chance to win prizes including Fitbits and holidays for two.

Lucozade ran a similar promotion under the same name a year ago.

Lucozade Ribena Suntory is one of the leading soft drinks businesses in the UK and Ireland. LRS was formed in 2014 and is part of Suntory Beverage & Food Europe. Its soft drinks brands include Lucozade Energy, Lucozade Sport, Fitwater, Ribena, Orangina and True Nopal cactus water.

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