Weet-Bix Activates KFC Big Bash Sponsorship Via ‘King Of The Six’ Cash Prize Promo

Weet-Bix is running a social-led campaign called ‘King of the Six’ which challenges Australia’s cricket fans to guess who will hit the most sixes during this year’s KFC Big Bash League.

The Sanitarium breakfast cereal incentivises social engagement and guessing who will be this tournament’s ‘Weet-Bix King Of The Six’ with the lure of cash and prizes

Running from 15 December to 4 January, the promotion offers cricket lovers a chance to win AUS$1000 simply by posting their answer in the comments section on the brand’s King of the Six Facebook page.

The integrated initiative is promoted via on-pack, in-broadcast and in-stadium activation strands and the creative centrepiece of the campaign is a giant ‘Willow Throne’ (constructed out of bats, stumps and balls and echoing the famous sword-built prop from hit TV show ‘Game Of Thrones’) which is featured is the campaign videos running on Weet-Bix’s Facebook page and YouTube channel.

These films feature BBL stars Steve Smith, Aaron Finch, George Bailey and Glenn Maxwell all claiming their case to sit on the throne as the Weet-Bix ‘King of the Six’.

Developed in harness with agency Gemba, film work is led by a central launch spot which comes in 60-second

and 15-second versions.

These were followed by various behind-the-scenes style player prediction cut-out clips – including Episode 1,

Episode 2,

and Episode 3.

in parallel the campaign is promoted on more than three million packets of Weet-Bix on shelves across Australia.

Weet-Bix is a high-fiber and low-sugar breakfast cereal biscuit manufactured in Australia and New Zealand by the Sanitarium Health and Wellbeing Company and this is the first campaign for the flagship Weet-Bix brand since Gemba was appointed as Sanitarium’s sponsorship strategy and activation agency back in July 2015.

‘”King of the Six” is the perfect way to leverage our support of the KFC Big Bash League,’ explains Weet-Bix brand manager Alex Garas.

‘As the name suggests, the BBL is all about big hitting and this campaign highlights that in a way that engages fans on a number of levels. Gemba really has hit this one out of the park.’

‘In 2015-16 we had the opportunity to build on the success of the Weet-Six campaign that Sanitarium ran last season, and make their communication bigger and better,’ adds Gemba executive creative director Boyd Hicklin.

The campaign was created for Sanitarium brand manager Alex Garas (and Australia advertising manager Sharon Green and marketing assistant Brooke Bugelli) by a Gemba team led by executive creative director Boyd Hicklin, producer Murray Sestak, copywriters Boyd Hicklin & Shaun Conroy, art director Warren Michael, designer Felix Jong, studio manager Melissa Lane, director Andrew Condon, senior account director Clare Stewart-Hunter, account manager Penny Triggs and senior marketing consultant Todd Hewitt.

Comment

It was back in late 2014 that Weet-Bix expanded its cricket sponsorship portfolio to include the Big Bash as well as its partnership with the Australian national team.

Weet-Bix sponsors several key Australian sports properties and teams from the AFL, to the soccer and rugby union teams.

The cereal is also the title sponsor for the Sanitarium Weet-Bix Kids Triathlon events in both Australia and New Zealand.

In addition to title sponsor KFC, other partners of the Big Bash include kid friendly brands like Weet-Bix and Zooper Dooper ice blocks, plus more mainstream companies like Toyota, Ten, Majestic Athletic and New Era

These family friendly partners dovetail with the Big Bash’s strategy of attracting large crowds led by families and younger cricket fans and bringing them to the game with loud music and fireworks, stumps and bails that light up when hit and fast-paced cricket.

A strategy that has thus far been a serious success with Fairfax Media statistics showing that during the last calendar year Big Bash League matches attracted an average of 24,229 spectators per game (compared to the 19,138 for the traditional Test match format).

‘The strategy of the Big Bash was to engage kids so we would protect the future of the game,’ explains BBL chief executive Mike McKenna.

‘We had research that showed for boys aged under 15 cricket was their seventh favourite sport and for girls it was 14th. They were very scary numbers for us and we’ve found with the Big Bash, and also the Women’s Big Bash, which was launched this summer, is there’s an explosion of kids playing junior cricket and they’re going to help underwrite the future of the game. It’s actually bounced back very fast.’

Links

Weet-Bix Campaign Site

http://www.weetbix.com.au/KOS/

Weet-Bix Facebook:

https://www.facebook.com/weetbix?fref=ts

Weet-Bix Website:

https://www.weetbix.com.au/

Weet-Bix YouTube:

https://www.youtube.com/user/WeetBixTV

Weet-Bix Twitter:

https://twitter.com/Weet_Bix

@Weet_Bix