Event activation and promotion
To support Branston’s pickles and chutneys sampling activity at Battle Proms events, the UK’s premier picnic concert series.
By tying both the sampling and promotional activity together under a big, integrated creative idea, we knew we could more effectively communicate and activate the campaign.
Creating ‘Branston Proms Picnic Prizes’ provided a platform to add participation opportunities, reward visitors to the sampling locations, build deeper relationships around the activity and, crucially, collect data at each event.
Entering via a bespoke event microsite, visitors were given the chance to win prizes right away – driving them to the sampling van to collect their winnings.
Once at the van, consumers are greeted with messaging highlighting hundreds of instant-win picnic prizes up for grabs. By joining a free Branston wi-fi network in and around the event space, we removed further barriers to entry. As an extra incentive, all entrants were emailed a money off coupon and entered into a Grand Prize Draw.
The campaign website was built on our in-house platform [ProMotor] specifically built to support proof of purchase (code entry) on-pack promotions.
With 2,400 entrants across all events, the integrated campaign increased brand awareness of Branston Chutney – as well as starting to build a substantial email list to help shape their future CRM activity.