Savoury snack brand Mattessons Fridge Raiders has partnered with the world’s biggest gaming franchise, Call of Duty, for the launch of Code Strike, a mobile game that will test gamers’ code breaking skills.

The promotional campaign supports the global launch of Call of Duty WWII. It was created by Saatchi & Saatchi London.

Special promotional Call of Duty packs of Fridge Raiders will also be available on shelf with UK exclusive 2XP codes which will enhance the gaming experience. These codes can only be redeemed by downloading the Code Strike app.

Set within Bletchley Park during WWII and created in partnership with Bletchley Park Trust and The National Museum of Computing, Code Strike features numerous puzzles which have all been specially designed to test key abilities required to be a real code breaker, such as: reaction speeds, memory recall and reasoning plus computational thinking.

The game has been designed to reflect and celebrate Britain’s history of code-breaking and in particular the efforts of the Allied war effort during WWII. In 1942, Bletchley Park recruited a team of code breakers with a cryptic crossword featured in The Daily Telegraph. It was in this iconic location that Alan Turing, regarded as the father of modern computing, and other Allied code breakers broke the German Enigma code.

Included within Code Strike is a hidden challenge that only the most capable of code-breakers will be able to unlock. In partnership with Cyber Security Challenge UK, an initiative established to strengthen the national pool of cyber skills, 15 elite codebreakers will be fast tracked to a prestigious face-to-face competition, and could even be recruited into the next generation of cyber defenders.

Building on last year’s campaign, Snacker Hacker, which taught 70,000 coding lessons to teen gamers, this initiative is the fourth campaign from Fridge Raiders to target the gaming community.

Alastair Gibbons, Senior Brand Manager at Mattesons brand owner Kerry Foods, says: “Our ambition is to make fridge raiders to gaming what popcorn is to film. Over the past five years we’ve seen significant commercial and brand-health growth from targeting gamers and we’re excited to see the success of our Call Of Duty partnership over the next coming months.”

Will John, Creative Director at Saatchi & Saatchi London, adds: “We’ve always looked to collaborate with gamers, to showcase their creativity and skills. We’ve let them co-create a meat-snacking helmet. We’ve helped them develop an A.I. robot. We’ve even taught them how to code. Now we’re powering them up into code breakers.”

The campaigns are rooted in research that revealed that 61% of UK teens game and snack after school – and that when they get home, they open the fridge door first. This latest work supports Mattessons’ ambition to make Fridge Raiders the ultimate protein-rich gaming snack for hungry teens.

To launch Code Strike, three 30 second films have been created for VOD and Social, targeting gamers on Twitch and gaming YouTube channels and will also appear at DOOH sites at Tesco and ASDA stores nationwide as well as in selected Student Unions.

Continuing the relationship with YouTuber Ali A, which began with the successful FRHANK campaign for Fridge Raiders in 2014, Mattessons has created a Facebook live event to launch the app.

The Code Strike APP is available now to download on iOS and Android.

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Burger King UK is to give away free Whopper sandwiches to the first 500 customers who turn up at its Leicester Square branch in Central London this Saturday night dressed as a clown, in a pre-Halloween stunt.

BK says the Scary Clown Night stunt is to mark the fact that clowns are the third most sought after Halloween costume of 2017. The promotion will run between 7.00pm and 3.00am on the evening of Saturday October 28^th and morning of Sunday October 29^th. Halloween falls on October 31^st.

The campaign will launch on social media and will include a ‘very scary’ video, directed by award-winning filmmaker Rodrigo Cortés – known for movies like `Buried´ starring Ryan Reynolds and `Red Lights´ starring Robert De Niro and Cillian Murphy. The creative agency behind the campaign is LOLA MullenLowe, Madrid.

Renato Rossi, Head of Marketing for Burger King UK, says: “The Burger King brand is known for welcoming all customers and putting the crown on everyone’s head. This Halloween, come like a clown to eat like a king!”

The Scary Clown Night video can be viewed here.

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McDonald’s and Cadbury have both signed up as brand partners for the fifth Fusion Festival, taking place this year over the weekend of September 2-3 in Liverpool. Capital FM is again official media partner.

So far, acts confirmed include Little Mix, Take That, Tinie Tempah, John Newman, Louisa Johnson, Ella Henderson, The Vamps, JP Cooper and Jax Jones.

Fusion Festival is expected to attract around 80,000 consumers, 60% of them aged between 18-25 and 75% of them female (based on previous festivals).

McDonald’s and Cadbury will both be activating within the experiential village at the festival.

Brand and media partnership agency What If London is managing the partner program, and is still negotiating for headliner, support and experiential activation rights for 2017. The headliner will get its brand incorporated in the event name as well as mentions in the Fusion Festival’s marketing, including social media and on Capital FM. Opportunities open for supporting partners include second stage naming rights, sampling, experiential and pop-up retail. Previous Fusion Festival brand partners have included Vimto, Kopparberg and Gallo Wines.

Fusion Festival also has a dedicated YouTube channel and What If London is looking for a ‘presenting partner’ for a 75-minute festival highlights show which will appear on the channel.

What If London is a member of UK marketing industry body, the Institute of Promotional Marketing.

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Team GB gymnast Nile Wilson, Britain’s Got Talent finalists Twist and Pulse and ballet star Alessia Lugoboni have teamed up with Lucozade Ribena Suntory and Transport for London to promote an offer for commuters of free journeys on the London Underground, using ‘contactless’ Lucozade Energy bottles.

From May 30 to June 2 at Oxford Circus Station during ‘Whoosh Hour’, Lucozade brand ambassadors will be handing out thousands of limited edition Lucozade Energy bottles with contactless chips, like the ones found in TfL’s Oyster Card, embedded in the base. Lucky recipients will be able to use the bottles like Oyster Cards for one free Underground journey.

Lucozade Energy also enlisted Wilson, Twist and Pulse and Lugoboni to help promote the activation with three films featuring them using their talents to get through the station to their tube trains. The contactless bottle give-away and the videos are in support of the brand’s ‘Find Your Flow’ campaign message. The Lugoboni film has been posted to YouTube.

Whoosh Hour is a fully integrated campaign with support from integrated agency The Big Kick, shopper marketing agency Valenstein & Fatt (formerly Grey Shopper), event agency TRO, media agency MediaCom and PR agency Frank PR.

Lucozade Ribena Suntory is putting a considerable marketing budget behind the various offshoots of the umbrella Lucozade brand at the moment. A week ago, it launched a new campaign for Lucozade Sport featuring an on-pack promo offering consumers the chance to win more prizes the more active they are, including fitness trackers, gym memberships, tickets to events such as the FA Cup Final, England football matches, the Tour de France, an Adele concert and holidays to Australia, the US and the Middle East.

At the beginning of April, Lucozade Zero and fashion retailer Missguided announced a collaboration, ‘Zero To Pay’, which was brought to life through on-pack promotion and experiential marketing. The on-pack promotion offered consumers a range of discounts which could be unlocked through codes on mini cans of Lucozade Zero. Targeting city centres, train stations and shopping centres, a sampling campaign offered bespoke miniature cans featuring unique Missguided discount codes. The activity was bolstered at high footfall locations with a ‘Zero to Pay’ nail bar, offering Lucozade Zero-inspired complimentary nail art.

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Shaving brand Gillette is celebrating its partnership with the British & Irish Lions rugby team with a new film featuring international rugby player George North plus a promotion offering the chance to win an ‘ultimate’ trip to New Zealand to watch the Lions in action during their upcoming tour.

The film, ‘The Honest Player’ (which can be viewed on Gillette’s YouTube channel), features North and historic moments from previous Lions Tours and celebrates the importance of preparation and precision for men to be their best – a common value shared by both Gillette and the Lions, the brand says.

The film features the Gillette Fusion range, with five high-performance blades on the front for a close, comfortable shave and a precision trimmer on the back to help men shape their own style.

Gillette & Venus Brand Manager Matt Thomas says: “The sponsorship of the British & Irish Lions is something we’re very proud of.  At Gillette, we aim to help men look, feel and be their best by preparing them for what lies ahead. The idea of preparation is synonymous to both Gillette and the famous rugby team, and this is something we wanted to portray in our film with George.”

Gillette will bring the partnership to life in all major retailers across the UK through a competition offering consumers the chance to win the ultimate trip to New Zealand to watch the Lions.

Gillette is owned by Procter & Gamble, which operates in around 70 countries worldwide. In addition to Gillette, the P&G portfolio includes Always, Ambi Pur, Ariel, Fairy, Febreze, Gillette, Head & Shoulders, Lenor, Olay, Oral-B, Pampers, Pantene, SK-II and Vicks.

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Meat snack brand Peperami is running a spoof promotional campaign encouraging consumers in London and the South East of England to report potholes that they think need filling in, with backing from YouTube comedy star Jack Jones.

To kickstart the campaign, Peperami sent its brand character Animal onto the streets on London at the start of March to highlight potholes with flags and special warning tape.

The brand is inviting fans to join the ‘Peper-army’ by Tweeting pictures of potholes to its @Peperami account using the hashtag #HangryHole. They will be entered into a prize draw to win kits containing flags and cordon tape which they can use to highlight holes in their own neighbourhoods.

A spokesperson for Peperami said: “Peperami’s mission in life is to fill hungry stomach holes. However, there’s nothing we find more annoying than empty holes in the street and London is plagued with annoying craters. We reckoned it was about time something was done so we sent Animal out on the street to give the potholes a good porking!”

YouTube comedy star Jack Jones also got involved by going out on the streets of London offering the public “a good porking” – viewers can watch the reactions to him feeding their #HangryHole here.

The pothole activity was sparked off by a report from cycling campaign group Fill That Hole, which claimed 1,860 potholes have been reported across London in the last 12 months.

Peperami was acquired from Unilever by US meat snacking giant Jack Link’s for an undisclosed sum in May 2015. The brand is well-known for running a variety of promotional stunts over the years, including its 1998 ‘Fanimal’ campaign where consumers could win a talking, wriggling toy Animal that spouted rude football slogans, in reference to the World Cup being held in France that year. The campaign went on to win the Grand Prix at the ISP Awards in 1999 (now the IPM Awards).

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Brewing giant Heineken will be giving away tickets to the Rugby World Cup in Japan in 2019 as part of its latest deal with the sport’s governing body, World Rugby.

The new agreement with World Rugby sees international premium beer brand Heineken continue as an official partner of rugby’s leading global tournament. Heineken’s relationship with World Rugby – which the Dutch drinks company says is one of the most recognisable and longest-standing partnerships in sport – dates back to 1995. The new deal encompasses Rugby World Cup 2019, Women’s Rugby World Cup 2017 and the World Rugby Awards 2017.

As a Worldwide Partner for Rugby World Cup 2019, Heineken will continue its popular match traditions across the 12 venue tournament, such as the Heineken Coin Toss and the Heineken Back Stage Stadium Tour. The partnership will also include exclusive pouring rights, LED pitch boarding exposure and tickets giveaways. To celebrate, Heineken has released a short film that features ambassador and rugby legend Scott Quinnell sharing his Rugby World Cup memories, with a hidden twist.

Hans Erik Tuijt, Global Sponsorship Director, Heineken, says: “Heineken has enjoyed a close association with rugby for over 20 years. Rugby World Cup will again enable Heineken to create engaging experiences for fans at the tournament and at-home in the 20 participating countries and beyond. This partnership compliments our other unique global platforms; Formula One, UEFA Champions League and James Bond.”

Heineken says the World Rugby partnership plays an important role in supporting the brand’s global business growth objectives. During the last Rugby World Cup, in the UK in 2015, the brewer teamed up with newspapers and media sites, on-trade operators and retailers to run a wide range of promotional activity linked to the tournament, including rugby scarves and kit give-aways and competitions to win tickets and special VIP experiences at various matches, including the final.

World Rugby Chairman, Bill Beaumont, observes: “Heineken is a brand steeped in Rugby World Cup history and we are delighted to be extending one of the most well-known and successful relationships in the sport. With the pool draw, match schedule and ticketing launch all taking place this year, 2017 is an important year for hosting preparations. We are delighted that we will be embarking on this exciting journey with the full support of Heineken.”

Heineken claims to be the world’s most international brewer with a portfolio of more than 250 international, regional, local and specialty beers and ciders. It operates 167 breweries, malteries, cider plants and other production facilities in more than 70 countries.

Rugby World Cup 2019 in Japan is the ninth edition of rugby’s showcase global event and the first in Asia. The world’s top 20 national teams will play in 48 matches hosted across 12 match cities for the right to lift the iconic Webb Ellis Cup and be crowned world champions. Rugby World Cup is the sport’s financial engine, generating approximately 90% of World Rugby’s revenues for reinvestment in the global game over the four-year cycle. The record-breaking success of England 2015 is enabling World Rugby to invest £245.8 million in the sport by 2020, eclipsing the previous 2013-16 £201 million investment injection by 22%.

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Matthessons Fridge Raiders has launched a £1m campaign, ‘The Snacker Hacker’, which involves six of the world’s biggest YouTube gamers, with a combined follower reach of over 20 million.

Running for eight weeks, ‘The Snacker Hacker’ is billed as Fridge Raiders’ biggest gaming campaign to date. In the week prior to the campaign’s launch, six of the world’s biggest YouTube gamers ‘revealed’ that their gamer tags had been stolen by a hacker.

The six gamers – Ali A, Vikkstar123, ZerkaA, Master OV, Slogoman and Ashley Marie – have called on their fans to hunt the hacker and help them get their tags back. Starting with a cryptic video on the gamers’ YouTube channels, the challenge for fans is to follow various clues and crack a series of codes in order to hunt the hacker and help the gamers get their gaming tags back.

After a week of unbranded activity, a series of online VOD adverts and supporting promotional packs containing additional clues and codes revealed that Fridge Raiders was behind the campaign. As well as the on-pack clues, an ‘Every Pack Wins’ mechanic gives shoppers the chance to win prizes such as Alienware laptops, PS4s, Raspberry Pi micro computers and rewards such as unique downloads.

The promotion is open to UK residents and launched on 29th September 2016. The main promotion closes on 6th December 2016, with a final wrap up draw for entries received by 6th January 2017.

To enter, consumers need to buy a promotional pack of the product (except in Northern Ireland where there is a No Purchase Necessary entry route to conform to local law). They then have to visit www.mattessons.co.uk/win and enter the promotional code from the rear of the pack together with their contact details. A maximum of six entries per day are permitted.

All entries with a valid code go into a random draw for one of the prizes or unique downloads (‘Rewards’) on offer. Prizes on offer are: 850 x PlayStation 4 game consoles; 20 Alienware 17 laptops; 650 Raspberry PI 3 Model B; unique downloadable content for all other entrants. There is another Sony PlayStation 4 console available to win in the wrap up draw.

Hayley Murgett, senior brand manager of Mattessons, said: “The Snacker Hacker is the most innovative, ground-breaking digital campaign we have launched to date for Fridge Raiders and it is set to drive real interest and excitement into the meat snacking category.“

Murgett adds: “Tech-savvy teens are the most likely to want to engage with the activity to unmask the Hacker, but there is an underlying educational element to the campaign, which will have a huge appeal to parents; all will be revealed as the activity reaches its conclusion.”

Fridge Raiders has been running gaming related advertising for some years, working with various YouTube gaming celebrities and also co-creating the world’s first “snacking and gaming robot” – F.R.H.A.N.K. – and collaborating on the “ultimate gaming peripheral,” the MMM3000. Now, copy on the Fridge Raiders website reads: “It’s been an epic team effort. But now it seems someone wants to mess with these guys, and us. So we need your help again. Lets put a stop to this hacker once and for all. Join #HuntTheHacker.”

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Kevin Bacon and a host of football greats are appearing in EE’s latest TV ad, promoting the fact that EE customers are being offered six months free access to BT Sport channels.

The TV ad is part of a multi-million pound, multi-channel brand campaign to launch the offer.

The integrated campaign – entitled ‘Breaking Sports News’ – sees face of EE, Kevin Bacon, return as a football pundit alongside ex-England international and Manchester United player, Rio Ferdinand.

Their broadcast is interrupted by the breaking news of EE signing the BT Sport App deal for customers. Kevin quickly cuts to live reactions from some the biggest names in football, including Jürgen Klopp, Claudio Ranieri, José Mourinho and Harry Redknapp.

EE, the UK’s largest mobile network operator, is making the offer available to new and existing pay monthly mobile and tablet customers via the BT Sport App.

The 40 second TV ad launched last week and is airing across all commercial channels. It is also available on YouTube here. Other ‘Breaking Sports News’ creative will run across print, OOH, retail and social media alongside a unique execution of the TV ad for digital.

Hugely popular eight-part YouTube online football series The Wembley Cup is also returning for a second year and will be used to target the YouTube audience with the BT Sport App offer. Fans will be able to follow the two teams, Spencer FC and Weller Wanderers, each captained by popular YouTubers, as they battle it out in a series of challenges. The final squads, including EA SPORTS FIFA legends exclusive to XBOX, will meet for a star-studded LIVE final at Wembley Stadium connected by EE on September 2nd.

Max Taylor, MD of digital, comms and innovation, EE, said: “This is the one of our biggest integrated brand campaigns to date for one of our most exciting customer offers since we launched EE. We know how much our customers like watching content on the go – particularly sport – and this offer is a fantastic example of the added benefits our customers get now that we’re part of BT Group. We are always looking at new ways to showcase the quality of our unrivalled superfast 4G network and providing the best content for our customers is an important part of that.”

The new deal will provide new and existing EE pay monthly customers with six month’s free access to all the live sporting action available on BT Sport channels, via the BT Sport App. As well as live and on-demand catch-up, the BT Sport App provides an array of additional video clips including highlights, interviews, video diaries, fixtures, results and league tables.

From this week, EE customers on consumer and small business pay monthly handset, tablet and SIM only phone plans will be able to access to all the BT Sport channels on their smartphone or tablet. Sports fans can stream the most anticipated action live, or watch highlights over EE’s award-winning 4G network as well as WiFi whenever they choose.

The BT Sport offer is the first of a series of benefits to be made available to EE customers now that EE is part of BT Group, and the first time that a BT service will be promoted through EE’s retail stores nationwide.

The TV ad was developed by EE’s advertising agency, Saatchi & Saatchi London. EE’s media buying agency, MEC, has led the multi-million-pound investment in placement.

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Hyundai Motor is launching a one-of-a-kind ‘FanDome’ football gaming experience, played out by some of YouTube’s biggest influencers in front of a live crowd, as part of its EURO 2016 partnership deal with football content specialist Copa90.

The event sees Copa90 host ‘Play the Dome’, which will feature YouTube stars The Sidemen, Poet and Vuj. The one-day tournament takes place at the Hyundai FanDome in London’s King’s Cross on June 19th, where fans will watch their gaming heroes play on a system of giant 360° screens. This custom built display encloses fans in ‘Football Heaven’ – a stylised world of immersive football innovation.

‘Play the Dome’ will be promoted through a suite of cross-platform social content and captured in a number of hero videos to be distributed across Copa90, Hyundai and influencer YouTube channels.

The Hyundai FanDome will be screening 45 matches of the UEFA EURO 2016 from the first Group Stage match on Friday 10th June to the final, to be held on Sunday 10th July.

“We’re delighted to be extending our partnership with Hyundai Motor through  UEFA EURO 2016 and helping them activate the most innovative fan space in the country,” says James Kirkham, head of Copa90 and Chief Strategy Officer of Copa90 owner Bigballs Media. “Gaming is a huge part of any young fan’s football diet. It’s a fantastic opportunity to be able to fuse the incredible infrastructure Hyundai has built with an event that every young fan in the country will want to get to.”

David Pugh, Marketing Director, Hyundai Motor UK, said: “We are thrilled to continue our relationship with Copa90 and put on an event that captures the imagination of a young football audience. The Hyundai FanDome is going to be the most exciting place to watch UEFA EURO 2016 outside France and this campaign will put us on the map with a huge community of highly engaged football fans.”

The one-day tournament takes place on June 19. Tickets are available from Ticketmaster.

UEFA EURO 2016 kicks off on June 10 2016. The championship ends on July 10.

Copa90, part of the You Tube Originals channels commissioned back in 2012, is now a global, multi-platform football media network specialising in creating content dedicated to football-related action that happens outside the 90 minutes of each match that make that 90 minutes so special.

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