CASE STUDY: Diary of a Wimpy Kid - Dog Days Roadshow

Provided by Blackjack Promotions
Brought a branded ice cream van across the UK to distribute branded products to 7 major UK cities to promote the latest film.
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What was the Challenge / Background of the Campaign?

Blackjack were approached by JJP to put their campaign for 20th Century Fox into action. The challenge of the activity lay in managing the logistics for the roadshow as the vehicles traveled across the country. Getting the staff, the vehicles and the stock in the right place at the right time each day involved a great deal of organisation and planning. An additional challenge involved locating the target audiences which were quite diverse.

What was the Campaign Objective?

To ensure that the activity was seen by as many of the primary and secondary target audience as possible. Whether this was spotting the branded van as it crossed the city, or a more quality interaction where children received a branded booklet, wall chart or even a free ice cream - we wanted to create excitement for the upcoming film release and ensure that parents were aware that it was ideal for a summer holiday family outing.

What was the Solution?

Our nationwide database meant that we were able to staff across the UK without issue and our excellent relationships with large logistics companies were essential when planning re-stocking and using refrigerated vehicles. When working in the city centres without permits, we were forced to be flexible in our approach and provide the Team with a full list of target locations to ensure that we were engaging the right audience.

What were the Results?

11,500 units of branded products were distributed in addition to 4,000 pots of ice cream. Our teams had an excellent reception at all locations and were able to visit key family attractions; libraries (since the campaign was affiliated with the Summer Reading Competition); media centres such as radio stations and local newspapers: and business parks where the team could target the secondary target audience.

What were the Key Learnings of this Campaign?

By using a set up familiar to children and families, we were able to ensure a high level of interest in the campaign. Updating the classic ice cream van with the branding for the film and visuals of characters attracted the attention of children and informed parents of the release date for the film, highlighting it as an excellent trip out for the summer holidays.
BudgetReach & FrequencyTarget AudienceMedia Used
£0 to £50k11,500 units of branded products distributed
0 - 9
10 - 15
Kids HH
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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