// The Challenge
Kids love music. Moms love their kids. Through sponsoring the One Direction 2013 National Tour, Nabisco reaches both audiences. The campaign includes packaging, POS, digital and events. Kids can enter for a chance to win tickets to 1 of 4 sold-out concert events, engage with the band through augmented reality and exclusive content via a mobile app and follow the band through twitter and instagram. Content will be sustained throughout 2013 even after the tour is over.
// The Solution
1Dvip.com is the gateway to One Direction VIP content and experiences, which support the promotion and the tour sponsorship. It is a single page experience rich in content including promotion entry, mobile app download. social media via instagram and twitter, user generated content via tumblr and mobile map and exclusive content from participating Nabisco brands.
Kids love music. Moms love their kids. Through sponsoring the One Direction 2013 National Tour, Nabisco reaches both audiences. The campaign includes packaging, POS, digital and events. Kids can enter for a chance to win tickets to 1 of 4 sold-out concert events, engage with the band through augmented reality and exclusive content via a mobile app and follow the band through twitter and instagram. Content will be sustained throughout 2013 even after the tour is over.
// The Solution
1Dvip.com is the gateway to One Direction VIP content and experiences, which support the promotion and the tour sponsorship. It is a single page experience rich in content including promotion entry, mobile app download. social media via instagram and twitter, user generated content via tumblr and mobile map and exclusive content from participating Nabisco brands.
The mobile app brings in everything from the website, and more! Fans can keep up with the band tour, interact with Nabisco products through augmented reality, receive time-sensitive content, unlock behind-the-scenes content by interacting with the app and receive push content from the band through incoming messages and texts. See the AR in action!
// The Results
• 21MM pieces of on-pack, POS and retail support produced
• 21MM pieces of on-pack, POS and retail support produced
• Over 55 at-stadium VIP events for trade and consumers produced
Agency: Momentum Worldwide
Role: CD
Date: 4/2013
Awards: EventTech Bronze in Best Use of a Custom App
Team
AD: Jeff Brown
AD: Tammy Russ
CW: Josh Leibowitz
