The ‘Great Robinsons Ball Hunt’ campaign, which marks the brand’s 80th year as a Wimbledon partner, is built around a treasure hunt that see the drinks brand hide tennis balls across the UK.
Running under the #HuntForWimbledon hashtag, this cross-country scavenger hunt incentivises searchers by offering those who find the balls with tennis kits and VIP family trips to the tournament.
The campaign, which began rolling out in the last week of June during the pre-tournament lead-in, is fronted by former British tennis star Tim Henman and spans TV, press, digital, experiential and ambient platforms.
The nationwide treasure hunt promotion is led by a spearhead online introductory spot featuring Henman.
This was then followed up by Henman posting daily clue clips on YouTube and Twitter each day between 25 June and 7 July.
These include ‘Clue 1’ (on 25 June),
and ‘Clue 2’ (on 26 June).
Those who think a tennis ball is near them are encouraged to track it down, capture an image of the ball and post it to Twitter using the hashtag #HuntForWimbledon.
Each tennis ball will represent a special moment in the The Championships’ history and the first ball was located in Swansea, while the second was in Plymouth.
The activation, from the owned by Britvic Soft Drinks, is part of Robinsons’ annual £7m marketing investment and aims to bring Wimbledon to more families and drive incremental sales this summer.
The eight VIP prize packages includes centre court tickets, a day in Robinsons’ luxury Wimbledon suite and even a knockabout with Henman (plus a further two sets of tickets are being given away through print and social media competitions).
The promotion is also promoted on-pack on all variants of Robinsons everyday squash including 1L Single Concentrate, 500ml Double Concentrate (DC) 1.25L DC and 1.75L DC bottles.
The brand is also bringing back its successful Wimbledon ‘Imagine’ TV advert – which sees tennis fans watching the tournament and drinking Robinsons – with a new end frame introducing the competition and VIP family experiences.
Families can also enter the ticket competition by entering a unique code on every promotional bottle at the Robinsons squash website.
The Robinsons website again hosts last year’s set of online tennis tutorials presented by the Robinsons Play Thirsty Coach Judy Murray.
Comment
This campaign not only promotes Robinsons 80th anniversary, but also its fresh commitment to another five-year deal as a Wimbledon sponsor.
This is one of the longest running brand partnerships in the world: one that began in 1935 when the Robinson’s brand Lemon Barley Water was invented in the changing rooms.
Something celebrated by a new online clip.
‘We are very proud of the unique history shared between Robinsons and Wimbledon, and as we celebrate the 80th anniversary of the partnership, we are excited to be reaffirming our relationship with one of the most important British sporting events in the calendar,’ explains Britvic chief marketing owner Matt Barwell.
Not only is there a contemporary global trend for treasure hunt sponsorship activation that blends social media clues and real-world treasure – such as the recent Emirates/PSG Fan/Player scavenger hunt (see case study), Reebok’s ‘Hunt The Pump’ Instagram initiative (see case study) and Cleveland Indians’ ‘Tribe Live’ ticket giveaway (see case study) – but there is also a heritage for ball based treasure hunts at Wimbledon too such as 2012’s #EvianBallHunt (see case study).
Links
Robinsons ‘Hunt For Wimbledon’ Website’:
https://www.robinsonssquash.co.uk/hun…
Robinsons YouTube:
https://www.youtube.com/user/RobinsonsDrinksUK
Robinsons Facebook:
https://www.facebook.com/RobinsonsDrinks
Robinsons Google+:
https://plus.google.com/101839130678393528430/posts
Robinsons Twitter:
https://twitter.com/drinkrobinsons
@DrinkRobinsons
Wimbledon YouTube:
https://www.youtube.com/user/Wimbledon
Wimbledon Facebook:
Wimbledon Twitter:
Wimbledon Snapchat:
Add ‘Wimbledon’
Wimbledon Google+:
Wimbledon Website:
