As part of its All England Club tennis sponsorship, Jacob’s Creek ran an interactive competition in July at London Heathrow’s Terminal 5 offering travellers the chance to win a pair of tickets to the 2011 Wimbledon Finals.
The promotion was designed to highlight Jacob’s Creek’s headline sponsorship with Wimbledon 2011 and used its campaign platform ‘True Character’ to bring to life the in-store promotion.
To enter, air passengers participated in a game which challenged their ‘True Character’. Players used a touch screen installed at T5 to choose one of four categories: dinner party, holiday, office, or tennis match. Travellers then answered three multiple choice questions from the chosen category and thos e players showing the most ‘True Character’ were automatically entered into the draw.
The activation, which ran from 20 May to 10 June, had three key objectives: to generate brand interest, to create an engaging brand experience and to encourage footfall in-store. In addition to the competition, travellers were able to sample regional wines from the Jacob’s Creek Reserve range.
The aim was to bring to life the brand’s Wimbledon 2011 sponsorship, spread awareness through an innovative, interactive promotion which showcased the quality and provenance of the Jacob’s Creek Reserve range and explored the ‘True Character’ that lies at the heart of the brand.
The winners of this excellent prize were Ian Munro and Chloe Wood from Buckie, Aberdeenshire.
‘I was travelling to Aberdeen when I saw a hive of activity at the Jacob’s Creek promotional stand at Heathrow. I’ve always wanted to visit Wimbledon and thought this was a great opportunity to win once-in-a-lifetime tickets. I couldn’t believe it when I was told I won. I was amazed. Thanks Jacob’s Creek, we had a fantastic day which we’ll never forget,’ said winner Munro.
Comments:
More than 1,500 people entered the competition at Heathrow during the 20-days of the campaign’s duration. Which seems a solid return in terms of positive brand engagements from s single location. Using Heathrow was an interested choice. Pernod Ricard Travel retail Europe says it was selected because it is one of the main gateways for consumers travelling to Wimbledon. Although, one would presume that these passengers were already in possession of tickets.
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