WKD, the UK’s No.1 traditional RTD (Nielsen Scantrack T16.06.18 and CGA On-trade 31.03.18), is promising take home consumers an ‘epic summer’ with a multi-faceted campaign comprising: a competition utilising caps from bottles bought in the off-trade; £12,000 of Ticketmaster voucher prizes; interactive festival fun at 11 events nationwide; and a DJ competition open to all, offering the opportunity to perform at a major UK festival.
Under the campaign theme of ‘Be The Face’, the brand’s £3m programme of activities will engage consumers and drive incremental sales in all trade channels. The multi-strand approach is linked together by WKD’s emoji faces, which feature on bottle caps, POS materials and fun consumer giveaways such as masks; these unique emojis act as branding, an entry mechanic, and as conversation starters.
To be part of the #BETHEFACE social media campaign, consumers must find a WKD emoji face on bottle caps or POS materials, take selfies featuring the emojis and share them on Instagram and Twitter. Winners selected at random will bag themselves £150 Ticketmaster vouchers to buy tickets for gigs and festivals. Five Ticketmaster prizes are up for grabs every week until October.
A fully branded WKD competition hub on Mixcloud (the free online music-streaming service) will allow budding DJs to upload their sets for others to enjoy and vote for. The activity will be promoted by both Mixcloud and WKD. Entries earning significant amounts of ‘likes’, ‘shares’ and numbers of listeners will be invited by judges to compete at live WKD regional finals. Two overall champions (one north, one south) will each win the opportunity to DJ at the WKD Spot Bar at one of the UK’s most prestigious summer festivals.
WKD will be at 11 festivals this summer and its space will include the WKD Spot Bar, music, giant LED screens, interactive games, competitions, podium-style performance spots, a VIP Cocktail Lounge serving new WKD MIXED cocktails in cans.