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PROMOTIONS

TAP

TRENDS ACROSS THE

PLANET V12.12


PROMOTIONS

TAP

TRENDS ACROSS THE

PLANET

Welcome to this edition of Promotions TAP where we’ve bundled the best stories from around the world into a neat package for you. Or in promo speak – ‘Open one TAP – get 10 stories free’!! Take a look at celebrity currency and why Gala Bingo plumped for Peter Andre in the UK. How Red Bull is creating merry mahem in Miami and why Burt’s Bees clever outdoor media is creating buzz in Minneapolis. We also uncover how Pepsi handled a promo crazy customer who entered its promotion 11,000 times and then took the brand to the Advertising Standards Authority. Finally we catch up with how Fanta teams are putting a smile on the face of the Australian consumer with their ‘Funstigator’ campaign and how Vodka brand Stoli is being shaken and stirred by a mixologist in space. It’s all out of this world and here in your very own Promotions TAP…Enjoy!


PROMOTIONS TAP // V12.12

Contents

Contents 01

DOMINO’S PIZZA offers movie streaming with delivery in UK

08

Nestlé Adds GPS Trackers to Candy Bars in UK Promotion

02

Does your celebrity have the $-factor?

09

Fanta Encourages Aussies to Unbottle the Fun

03

Red Bull Flugtag Comes From Singapore to Miami

04

Burt’s Bees Puts a Fresh Face on Billboards and Coupons

10 Stoli Vodka Mixes Drinks in Zero Gravity to Promote its New Orgnl.tv Project

Game on for Kick as it gets Walmart listings

11

Getting In Touch

05

06

In the news: New ECJ ruling on prize promotions

07

In the news: ASA ticks off Pepsi on-pack competition


PROMOTIONS TAP // V12.12

DOMINO’S PIZZA offers movie streaming with delivery in UK

DOMINO’S PIZZA offers movie streaming with delivery in UK

Domino’s Pizza is partnering with film distributor Lionsgate UK to provide online mobile streaming alongside pizza delivery. UK customers will be given a movie download code when ordering a pizza online, which they can use to movie stream via a desktop computer, tablet or mobile device. Films will be available for 48 hours once the code has been redeemed. View Video

01


Does your celebrity have the $-factor?

PROMOTIONS TAP // V12.12

Does your celebrity have the $-factor?

When looking to forge profitable celebrity partnerships brands cannot rely on instinct alone. Analysing data to discover which stars offer the most social currency is the latest way to decide on a perfect match.

But Peter Andre - the singer in question and star of reality TV - wasn’t chosen because of the marketing director’s music taste, rather it is the star’s following on Facebook and Twitter, similar to that of Gala Bingo, which sealed the deal.

Gala Bingo’s new ad campaign to relaunch its website uses a man who found fame singing about a mysterious girl under a waterfall, while showing off his six pack.

It may seem an unlikely pairing but data on Andre’s social networking showed that those who follow him also show propensity to like online bingo, using a tool from agency dot.talent. Its tool, Talent.rank,

analyses the digital ‘footprint’ of 5,000 celebrities using metadata to show particular characteristics, such as whether they are in reality TV or swear for example, combined with what they do on Twitter and other social sites.

02


Red Bull Flugtag Comes From Singapore to Miami

PROMOTIONS TAP // V12.12

Red Bull Flugtag Comes From Singapore to Miami

Following a record-breaking space jump earlier this month, Red Bull is getting ready for another high-flying extreme sports event — the weirdest-ever airshow Red Bull Flugtag, which the brand has been holding since 1992. For the third year in a row, the event is to take place in Miami, USA, November 3, 2012. 

Visitors to the Bayfront Park will see a spectacular fun event showcasing 30 amateur teams who will drive their homemade flying machines right into the ocean. As usual, some of contestants won’t be able to fly at all.

Teams that enter the Flugtag competition are judged in three categories; distance, creativity, and showmanship. The event is free and open to the public, so save the date, unless the weather changes.

03


Burt’s Bees Puts a Fresh Face on Billboards and Coupons

PROMOTIONS TAP // V12.12

Burt’s Bees Puts a Fresh Face on Billboards and Coupons

To promote its new Intense Hydration line, Burt’s Bees placed a clever “interactive” billboard on a busy street in Minneapolis. The sign showed a woman whose dry skin was made up of thousands of product coupons. These “flakes” were peeled away by folks passing by over the course of a day, revealing an image of the same model with a creamier (presumably hydrated) complexion. The “before and after” effect can be seen in the time-lapse

clip below, and the still images below that. The video sends you to Burt’s Facebook page, where you can get your own coupons. The video by has garnered 30,000 YouTube views in a week. View Video

04


Game on for Kick as it gets Walmart listings

PROMOTIONS TAP // V12.12

Game on for Kick as it gets Walmart listings

British energy drink brand Kick has secured distribution in more than 250 Walmarts in the US. The brand - a relatively small player in UK supermarkets - has won the listing following a trial in 15 Walmart stores in the Chicago area over the past year, and revealed it was also working with BP forecourts and 7-Eleven stores in America. Kick was created by Derbyshire-based Global Brands and in the UK, has targeted 16 to 30-yearolds by aligning itself with gaming culture, running on-pack promotions for Batman: Arkham Asylum and a Facebook game linked with smash-hit movie Avengers Assemble.

Kick also aligned itself with gaming in the US through the Ghost Recon game, and is planning a gaming link-up that will span its US and UK operations next year.

Kick said its gaming activity had played a big role in securing its only supermarket multiple listing - with Asda - and that sales through independent retailers were also growing.

“We are a small British brand on the precipice of greatness,” said Global Brands marketing director Simon Green. “We are like the One Direction story in that way.”

It has faced competition for the hearts of Britain’s gamers this year, with PepsiCo’s Mountain Dew long associated with gaming in the US - launching an UK on-pack promotion and a limited-edition Game Fuel tied in with the launch of Halo 4.

In the UK, the brand has just launched its latest game-related activity - an on-pack promotion exclusive to the off-trade and tied to Far Cry 3, which launches on consoles and PC next week.

Global Brands markets and distributes drinks including VK, Hooch, Hooper’s, Amigos and Corky’s. It distributes in America through Chicago-based Dolce Beverages. 05


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In The News: New ECJ ruling on prize promotions

In the news New ECJ ruling on prize promotions stamp. Under the terms of the ECJ ruling that makes the entire lottery illegal under criminal law. I imagine National Lottery chiefs will be scrambling now to put in place a Freepost address, to get round this. “Many brands and charities that run prize promotions will also need to cancel their weekends to look at their winner notification and claim processes to make sure they don’t fall foul. There’s no grace period with this new ruling, so promoters may have some tough decisions on current prize draws and competitions.”

Brands running prize promotions could face criminal prosecution. The European Court of Justice recently ruled that competitions that require winners to incur costs to claim their prize are illegal, however Nick Johnson, a marketing law specialists, has called for urgent clarification of the new ruling which could see many brand and charities facing legal action. Johnson, from City firm Osborne Clarke, has said that the ruling applies even if winners are offered another, free method of claiming their prize: “This ruling was

specifically about free scratch cards that require winners to call a premium rate phone line to find out what they have won. The problem is that the ECJ has ruled that even if one method of claiming requires payment, while others are free, the entire competition is illegal. This has got wider implications, and the judgment specifically states that even the cost of a stamp would be caught.

The ruling also affects competitions where the winner has to incur costs in order to enjoy their prize. Johnson added: “Holiday prizes, for instance, don’t usually include travel to and from the initial UK airport. That’s generally in line with consumer expectations, so just mentioning it in T&Cs has been seen as adequate. “However this new ruling suggests promoters could be committing a criminal offence by not flagging the fact more prominently. We think it’s essential the Office of Fair Trading issues urgent guidance clarifying the position for reputable businesses.”

“One of the ways National Lottery winners can claim their prize is by post, requiring the purchase of a 06


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In The News: ASA ticks off Pepsi on-pack competition

In the news ASA ticks off Pepsi on-pack competition Entries from members of the complainant’s family had been selected as winners on multiple occasions. However, Pepsi said it had presumed that as it was difficult to see how one individual could complete the form manually so many times, it appeared a robot had been used. On the basis that “bulk” entries were invalid, it considered that the entries were bulk and were therefore not valid.

The promotion featured footballer Didier Drogba and invited people to submit a code via email or SMS for a chance to win £500 every hour.

prize draw. Only one code can be entered at a time. No bulk, consumer group, third party or agent entries will be valid.”

The complainant, a member of the family who had entered 11,000 times, said that his family had won the competition several times, but was told by Pepsi that only one win would be honoured. He objected to Pepsi’s ruling on the grounds that the restriction was not made clear in the marketing promotion.

The soft drinks brand said that entries were monitored during the promotion to ensure mass submissions were not being received from a single IP address. They said that during the first six weeks, one entrant and his family had entered more than 11,000 times using a high number of slightly varying email addresses, equating to more than 35 entries per draw and some draws being entered by the family more than 500 times within the hour.

Pepsi directed the ASA to the promotion’s terms and conditions, which read: “There is a limit of one entry per mobile phone number/email address per hourly

While the ASA acknowledged that the family’s use of thousands of email addresses to make a large number of entries was “not within the spirit of the promotion and could unfairly disadvantage other participants”, it ruled that Pepsi’s terms and conditions were not sufficiently clear and that “the reference to ‘bulk’ entries was likely to be interpreted as suggesting that entries generated automatically, and in particular not by individuals, would not be accepted”. The ASA ruled that Pepsi had not provided sufficient evidence to demonstrate the complainant’s entries were made automatically and not manually. Pepsi was told to ensure future promotions were run fairly and that conditions were made clear in the future.

07


Nestlé Adds GPS Trackers to Candy Bars in UK Promotion

PROMOTIONS TAP // V12.12

Nestlé Adds GPS Trackers to Candy Bars in UK Promotion

Nestlé, makers of those delicious candy bars that you tend to throw on the conveyer belt as a lastminute addition to your shopping trip at the local supermarket, has planned a new promotion for UK customers that’s vaguely reminiscent of the Willy Wonka plotline. Only, in this case, you’re not finding some magical ticket; the candy bar’s finding you.

Here’s how it works. Nestlé has embedded six GPS trackers inside of various candy bars. The trackers activate once the candy bar is unwrapped, and a Nestlé prize team then has 24 hours to track down the lucky recipients and award them a £10,000 prize. “We believe this promotion will particularly appeal to men, attracting them to the chocolate singles category and thus driving incremental sales,” said a Nestlé representative.

View Video

08


Fanta Encourages Aussies to Unbottle the Fun

PROMOTIONS TAP // V12.12

Fanta Encourages Aussies to Unbottle the Fun

Ahead summer in Australia, Fanta launches a new campaign entitled Unbottle the Fun to tap into the happiness and joy the hot holiday season brings. CocaCola’s brand is going to challenge Aussies teenagers with a series of fun-packed “Funstigator” missions through December 31. The promotion is centered around the new app, which can be found either on the brand’s Facebook page or be downloaded from the Apple App Store or Google Play. The most intriguing thing here is that the challenges are suggested not by the brand, but by fans. The Funstigator app users are invited to implement various missions, added by their friends—to “jump in a puddle,”

“mummy yourself in a toilet paper,” or “dance like a robot in a supermarket” to name but a few. Before taking on the challenge, users should make sure that the performance is reordered, since only video proofs can bring points. Fanta is also giving away prizes including Playstations 3s and Sony High Definition Cameras, to users with the highest scores. “Every summer, there are things that don’t change. Pants get shorter, water gets warmer and Aussies spend their time trying to find things to do,” said Delia Maloney, Fanta marketing manager. “The Fanta Unbottle the Fun campaign is an exciting new way for teens to kick-start the fun with their friends through

a series of light-hearted challenges.” Fanta Unbottle the Fun promotion will run across multiple platforms including cinema, mobile and digital media, POS and augmented reality activations in shopping centers across Sydney, Melbourne and Brisbane. The brand has also invited surfer Nathan Jolliffe, who will undertake a series of challenges “Five Days of Fun with Fanta,” set by the brand’s Facebook community, to inspire Aussie teenagers to join in the activation.

09


PROMOTIONS TAP // V12.12

Stoli Vodka Mixes Drinks in Zero Gravity to Promote its New Orgnl.tv Project

Stoli Vodka Mixes Drinks in Zero Gravity to Promote its New Orgnl.tv Project

To promote its newly launched online destination for creatives, Orgnl.tv, Stoli Vodka in collaboration with New York-based digital agency Rokkan earlier this month created a mesmerising short stunt about .. the free falling and flying drops of vodka. The experiment is called The Stoli Moonwalk, which is an original cocktail mixed on the board of a modified Boeing 727 in zero gravity conditions. Watch the work of a Stoli space mixologist, follow the brand on Facebook and try to find other original people like you at Orgnl.tv. View Video 10


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Getting In Touch

Getting in touch

email us your news & views

tap@momentumww.com http://blog.momentumww.com/blogs/wwtap/

Sources: Springwise, PSFK, MarketingWeek, TrendHunter, Popsop, The Drum, Brand Republic, The Grocer, Ad Week, Retail Planet


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