Mobile marketing agency Incentivated is working with Emap Radio on a 300,000 radio and mobile campaign for Scottish & Newcastles Strongbow cider brand. The campaign will encourage people to choose Strongbow as their first drink of the evening and supports Strongbows current TV campaign focusing on Total First Pint Refreshment.
The campaign breaks on 21 May and will run for six weeks. It targets 25-35 year old men, and follows the success of Emap Advertisings sponsorship campaign for Scottish & Newcastles Fosters brand last year.
The campaign sees the creation of Strongbow First Pint Friday in 66 pubs across major UK conurbations, including Birmingham, Edinburgh, Newcastle and Manchester, where the first 100 people into the venue on a Friday night will each receive a free pint of Strongbow. Listeners to Emaps Kerrang! Radio and Big City Network 11 stations in total will be encouraged to go to the venues through live presenter announcements and on-air trails.
Emap Radio is working in partnership with Incentivated to provide a location-based service, where consumers can text a number in order to have the location of their nearest Strongbow First Pint Friday venue sent to them. Incentivated is also building a
Strongbow WAP site, which will host a wide array of content that the target audience would want to download on a Friday night, including ringtones, jokes and wallpapers. Details of the WAP site will be sent to an Emap Advertising text database every Friday afternoon at 3pm to remind them to take advantage of Strongbow First Pint Friday. Street teams will also operate outside each venue, encouraging people to come in.
We were impressed with the creative campaign Emap Advertising produced for Fosters last year and we are delighted with the campaign they have created for Strongbow brand says Fiona Seath, Brand Manager-Strongbow at Scottish & Newcastle UK. Once again, Emap Advertising has delivered a campaign that will engage our target audience and position the brand perfectly. We look forward to a successful run of Friday night events across the UK for our consumers.
Vicki Knights, Head of Sponsorship at Emap Radio adds:
This is the first time we have created a campaign for Strongbow and its a testament to the success of the campaign we created for Fosters last year. This activity will drive trial, putting a pint of Strongbow in over 1,000 peoples hands every Friday, and will create a huge buzz about the brand with its target audience.