Planters leveraged NCAA March Madness with the March launch of a hoops skills social ‘Trick Shot Challenge’ which offers the overall winner a $50,000 scholarship.
The snack brand’s tournament activation asks consumers to submit a video of their own eyes-closed layups, reverse slam dunks and signature basketball skill on Instagram, TikTok or Twitter using the #planterstrickshot and #contest hahstags to enter the contest.
The brand has even provided a soundtrack – in the form of Steve Aoki’s 2013 remix of ‘Get Ready’ to accompany the consumer-created videos – and, while using the free music clip doesn’t improve an entrants chances of winning the grand prize, if fans include any other music on their upload it will be disqualified.
The entry deadline for the social hoops skills contest is 5 April followed by six days of internal judging by a qualified brand panel to get down to the two finalists who will then go head-to-head in a fan vote via Instagram and Twitter on 12 April.
The official rules state that the winners will be determined based on the following criteria:
> Appropriateness to theme (34%)
> Creativity / originality (33%)
> Difficulty of trick shot / shock value (33%)
The digital campaign driving entries encourages basketball fans and Planter’s lovers to record their ‘nuttiest trick shot’ launched on 8 March through a set of social content on the brand’s own channels with PR support.
If you’ve got the moves, we want to see’em. Shoot your #PlantersTrickShot for your chance at a $50K College Scholarship.
To enter post your own Planters Trick Shot video using #PlantersTrickShot #Contest and visit https://t.co/9ClpdxtFgv for official rules pic.twitter.com/4rwz42vGCj— Mr. Peanut (@MrPeanut) March 8, 2021
So glad Cashews are finally a sport! Show off your #PlantersTrickShot for a chance to win a $50k scholarship. Check out https://t.co/gbxGZ1uS41 and post your own video using #PlantersTrickShot #Contest
NO PURCHASE NECESSARY. Ends 4/5/21. 50 US/PR, age of majority. pic.twitter.com/LfPAbYWSyx
— Mr. Peanut (@MrPeanut) March 24, 2021
Nice moves @tphillss! Show off your #PlantersTrickShot for a chance to win a $50k scholarship. Check out https://t.co/gbxGZ1uS41 and post your own video using #PlantersTrickShot #Contest
NO PURCHASE NECESSARY. Ends 4/5/21. 50 US/PR, age of majority. pic.twitter.com/1cLSeuKppj
— Mr. Peanut (@MrPeanut) March 24, 2021
Comment:
A smart social ambush campaign which incentivises at-home participation through both fun and the lure of a event-linked reward to make the winner’s college dreams come true.
This follow on from the brand’s recent announcement that it was seeking ‘peanutters’ to drive NUT-mobiles across the US by inviting applications from recent college graduates to find nine people to spend the next year living and breathing all things Mr Peanut, Baby Nut and Planters’ brand.
While many =colleges and players have already been knocked out of the 2021 NCAA Men’s Division I Basketball Tournament and almost all fans have had their brackets broken, the chance to win a $50,000 college scholarship, from Planters is still in play so get skilling.
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