Despite not being an official sponsor, McCoy’s are leveraging interest in the Rugby World Cup with a multi-layered rugby-themed campaign that focuses very much on the ‘real man’ idea that underlies the game.
The work is spearheaded by a pair of limited edition, pun-based rugby flavours – Pickled Scrumion and Ruck Of Ribs – and includes a New Zealand Rugby Road Trip competition.
An on-pack promotional feature offers customers the chance to win a road trip in host nation New Zealand. Four winners will find a winning ticket inside the special McCoy’s pack telling them they have won the trip of a lifetime.
Furthermore, McCoy’s Facebook page offers an alternative way of entering the competition with its ‘McCoy’s Man Test’ game – which also offers one further chance to win the same prize.
The campaign is further boosted by a 10% money off voucher at SportsDirect.com with every pack.
The United Biscuit-owned brand’s ambush campaign features across individual, multi and handy packs from mid August 2011.
George Johnston, bagged snacks marketing director, UBUK, says: “During last year’s World Cup, McCoy’s sales were up 23% helped by two limited edition flavours, demonstrating that strong, limited edition flavours and a very desirable sporting-themed prize always go down well with McCoy’s loyal fans and these two flavours have proved very popular in research.”
Comment:
It’s hard to prevent this kind of ambush marketing, particularly when the guerrilla activity takes place far afield from the host nation. Furthermore, ambush campaigns are seldom litigated.
However, by limiting the New Zealand Trip prize to just two winners, there is a built in limit to the goodwill and positive buzz that can be spread by such a campaign.
And without any official rights, McCoy’s is limited when it comes to using other Rugby World Cup official merchandise or gifts for additional prizes.
Links:
http://www.facebook.com/mccoyscrisps?sk=app_149187031828642
http://www.facebook.com/media/set/?set=a.241181255921167.67755.102349809804313
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