With the 2016 summer of football just days away, we’ve launched an exciting mobile-first strategy for Mini Babybel®! Developed by OMD UK with production by Mobile5, a brand-new branded football game sits at the heart of the campaign, with TV, Digital, Social, email, Digital Out-of-Home, VOD and in-app promotions directing people to a digital hub designed for mobile. The game is accessible across multiple digital devices and is hosted on the brand’s official UK site: babybel.co.uk.
Running until 11 July, people can play the game and enter a prize draw for the chance to win one of over 50 holidays to Europe as well as one of over 1 million instant prizes (valued at an overall retail amount of over £10M) thanks to Mini Babybel® and Lastminute.com whom we’ve recruited as a promotion partner.
All through-the-line executions have been developed to drive people directly to the Mini Babybel® site, where they can enjoy trying to beat the Mini Babybel keeper.
Lacey Bradshaw, Senior Brand Manager – Babybel® at Bel UK has said: “This is a first for Babybel®. We hadn’t before used mobile at this scale in our campaigns. But, with smartphones being our audiences’ primary digital access point for everything in their lives, this was the time to start with mobile first and then point everything else in its direction from paid and owned media to in-store marketing efforts.”
We’re very excited about this campaign as it has been a truly integrated approach designed to bring a bit of fun to people’s lives. Given the share of time and attention that smartphones command in our lives, mobile was the obvious place to start planning from, especially considering people will be glued to their phones for updates on everything football-related this summer!
Note: Mobile 5, Simbiotik, Y&R, Digitas, JCDecaux, and Dunnhumby have worked with OMD UK and Bel to launch the campaign.