In what we believe to be a first for a leading bagged-snack brand in 2012, McCoy’s Crisps launched their latest promotion as a full multi-platform campaign, with consumers being able to take part in the interactive campaign via desktop, mobile and Facebook.
Activated by a URL from special packs of McCoy’s and building on McCoy’s sponsorship of the Professional Darts Championship, consumers can select a Professional Darts Championship player to play in an online ‘Bullseye Challenge’ darts game. After winning their challenge, the consumer can enter the prize draw to win Professional Darts Championship players at their pub, plus an Xbox 360 every week, using codes from McCoy’s promotional packs.
The game itself – a bullseye challenge, where players have to beat their chosen PDC professional in a one-dart or three-dart challenge – is designed specifically for mobile devices, and desktop, using HTML5 for the mobile and tablet versions.
Social engagement is driven via Facebook features throughout the game – consumers can log in with Facebook to personalise their game with their picture, and after entering the prize draw consumers can share their achievement to their Facebook wall. The game is also available as a tab on the McCoy’s Facebook page, with targeted Facebook advertising activity driving awareness of the campaign.
Another neat personalisation touch gives the consumer their darts nickname – including The Hitman, The Tornado, and The Daisy – this randomly selected for the player at the start of the game, which they can also share on Facebook.
On entry to the draw, the site checks the codes (using barcode/time code) and entries are valid and in line with the promotion terms and conditions, whilst an authorised third party is used to carry out prize draw verification and selection.
Commenting on the launch, George Johnston, marketing director ‘We have seen our McCoy’s consumers really get involved with our PDC darts initiatives, and this promotion sees a natural evolution of our involvement with PDC Darts. Crucially though, the McCoy’s consumer is now more mobile and socially connected, so this activity makes the most of these opportunities, giving our consumer the opportunity to connect with us, and enjoy McCoy’s wherever they are.’
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