CASE STUDY: Diary of a Wimpy Kid Dog Days Roadshow

Provided by Blackjack Promotions
Blackjack Promotions created a roadshow sampling campaign to build awareness of the new Diary of a Wimpy Kid Dog Days film.
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What was the Challenge / Background of the Campaign?

Blackjack were approached by JJP to manage the production, staffing, logistics and day to day running of the roadshow to promote new film, Diary Of A Wimpy Kid - Dog Days. Our creative department designed a branded ice cream van which was taken on a tour around the UK.

What was the Campaign Objective?

The objective of the campaign was to build awareness of the new Diary Of A Wimpy Kid - Dog Days film amongst a tween audience.

What was the Solution?

At each city, our local brand ambassadors distributed ice cream and printed activity sheets to children and adults at key family attractions and business parks. The team also stopped at libraries where the activity was affiliated with the summer reading challenge, an initiative designed to encourage children's reading over the summer holidays.

What were the Results?

The campaign was a great success. Distribution figures for the campaign were: 4000 ice cream pots, 6000 booklets, 1500 activity sheets and 1000 bookmarks.

What were the Key Learnings of this Campaign?

Targeted locations, chosen due to high volumes of target demographic, meant interaction with the core target audience was high and therefore cut through was direct to consumer. Branding an easily recognisable vehicle, to the target audience, gives further strength to the campaign and means the target audience is naturally attracted to event taking place. Freebies and giveaways strengthen the campaign and leave branding in the hands of the target audience for longer.
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details
0 - 9
10 - 15
Both
Kids HH
UNUSUAL
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONAL23 Jun 12 - 29 Jul 12BUILD AWARENESSBRAND STRATEGY
EXPERIENTIAL
SAMPLING
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