// The Challenge
Combining the passions of music-loving kids and the adoration of devoted mothers is a strategic feat. By sponsoring the 2013 One Direction National Tour, Nabisco successfully reaches both demographics. The comprehensive campaign spans packaging, point of sale materials, digital platforms, and live events. It offers kids the exciting opportunity to win tickets to any of the four sold-out concert events, interact with the band via augmented reality and exclusive mobile app content, and stay updated through Twitter and Instagram. The campaign's content extends beyond the tour, maintaining its appeal throughout 2013.
// The Solution
1Dvip.com serves as the portal to exclusive One Direction VIP experiences, seamlessly supporting the promotion and tour sponsorship. The website offers an immersive single-page experience, presenting a wealth of content, including entry to the promotion, mobile app downloads, social media integration with Instagram and Twitter, user-generated content on Tumblr, a mobile map, and exclusive material from participating Nabisco brands. The accompanying mobile app enhances this experience, encompassing everything from the website and more. Fans can follow the band's tour, engage with Nabisco products through augmented reality, access time-sensitive content, unlock behind-the-scenes glimpses by interacting with the app, and receive push notifications from the band through messages and texts. See the AR in action!
Combining the passions of music-loving kids and the adoration of devoted mothers is a strategic feat. By sponsoring the 2013 One Direction National Tour, Nabisco successfully reaches both demographics. The comprehensive campaign spans packaging, point of sale materials, digital platforms, and live events. It offers kids the exciting opportunity to win tickets to any of the four sold-out concert events, interact with the band via augmented reality and exclusive mobile app content, and stay updated through Twitter and Instagram. The campaign's content extends beyond the tour, maintaining its appeal throughout 2013.
// The Solution
1Dvip.com serves as the portal to exclusive One Direction VIP experiences, seamlessly supporting the promotion and tour sponsorship. The website offers an immersive single-page experience, presenting a wealth of content, including entry to the promotion, mobile app downloads, social media integration with Instagram and Twitter, user-generated content on Tumblr, a mobile map, and exclusive material from participating Nabisco brands. The accompanying mobile app enhances this experience, encompassing everything from the website and more. Fans can follow the band's tour, engage with Nabisco products through augmented reality, access time-sensitive content, unlock behind-the-scenes glimpses by interacting with the app, and receive push notifications from the band through messages and texts. See the AR in action!
// The Results
• A staggering production of 21 million on-pack, point of sale, and retail support items
• Over 55 VIP events held at stadiums for both trade and consumers
Agency: Momentum Worldwide
Role: CD
Awards: EventTech Bronze in Best Use of a Custom App
Team
AD: Jeff Brown
AD: Tammy Russ
CW: Josh Leibowitz
