Weet-Bix launches All Blacks Access' TVC after success of digital platform via Momentum
After the success of the Weet-Bix All Blacks Access digital platform,
Momentum Worldwide have created a new TVC and POS. The platform is also
supported with eDM bursts, SEM and three campaign
updates through What Now TV. Momentum Worldwide launched Weet-Bix All Blacks Access on 2nd July, designed to give kids an unprecedented behind the scenes look at all things All Blacks. A Weet-Bix led Sanitarium New Zealand initiative, All Blacks Access aims to engage 10-15 year olds giving them the chance to get closer to their heroes than ever before.
WATCH THE SPOT
The All Blacks
Access site was born from the desire to create an All Blacks collector
card program that extended into the digital space. Having generated the
majority of the site content from scratch and hundreds of All Blacks
videos & interviews later, the site went live at the beginning of
July. It hosts a range of exclusive videos, interactive behind the
scenes shots of Eden Park, money-can't-buy All Blacks merchandise,
competitions and ultimate trivia quizzes for the next five months.All Blacks Access is featured on all 1Kg boxes of Weet-Bix in New Zealand. Each pack contains 4 exclusive Access Cards that feature pictures, statistics and facts about All Blacks players. The Access Cards allow kids to challenge their mates to a statistic or fact game. They also feature an Access Code that allows them to enter competitions and view special locked
video content on the digital platform. New competitions
and unlockable content are uploaded regularly to encourage viewers to
revisit the site to see what's new. Says Pierre van Heerden, general manager of Sanitarium Health & Wellbeing: "As the favourite breakfast of Kiwi Kids, Weet-Bix is enabling any New Zealanders to get closer to their hero All Blacks through our allblacksaccess.co.nz interactive promotion. As both Kiwi Kids and the All Blacks are fuelled by Weet-Bix, we are encouraging kids to be inspired to live active healthy lives."
Momentum Worldwide Australia's managing director, Gus Guthrie is thrilled with development of such an engaging digital platform.
Says Guthrie: "There is a tremendous amount of genuinely interesting content on the All Blacks for Weet-Bix consumers to enjoy with 60 videos alone. Whilst it is really difficult to isolate a favourite, Jimmy Cowan's 'What's your Haka face' is priceless."
Momentum Worldwide: Digital, Promotions, Packaging & Card Designs
Spark PHD: SEM
Below The Line: POS
Web-Vision Ltd: TVC
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