Heinz beverage LOL targets tweens in new integrated campaign and secret show with X Factor winner Reece Mastin via Vizeum and ZOO
Vizeum and ZOO have launched LOL LIVE, an integrated campaign for Heinz beverage LOL targeting the tween market with a secret show featuring X Factor winner Reece Mastin. The brief challenged Vizeum to make carbonated 99% fruit drink LOL 'cool' for tweens and to engage them and drive trial.
Visit here for further details.
LOL LIVE calls for consumers to purchase any LOL product for the chance
to win tickets every day for 50 days to attend the secret show with
Mastin. Ten winners will also meet Mastin at the event.
Says Katie Saunders, general manager, Golden Circle from Heinz: "The tween market can be somewhat of an enigma and we feel that Vizeum's campaign will really find them in their natural habitat, whilst also developing a unique, ongoing event for our brand to own. Using music as the campaign cornerstone makes it easy for our audience to share the campaign through social channels and associate the brand with something they love."
Vizeum enlisted MCM Media to bring the bespoke secret show concept to life by securing Mastin, producing the event and executing the associated amplification of radio and digital properties.
A truly integrated campaign, LOL Live will be amplified through branded TV commercials (MTV, Nickelodeon), on pack, extensive in-store and OOH exposure including at schools and major retailers, promotional website, Facebook, Radio (SCA's Today Network) digital and mobile (MCM Media's Digital Entertainment Network of 57 distribution partners such as NineMSN, V Music, Yahoo, thehothits.com Take40.com and VEVO).
LOL Live will be heavily branded including a media wall, LOL juice bar and signage. The event is also designed as a content creator, with content from the event amplified via digital and social networks.
Says Danielle Gowling, business director at Vizeum: "Once we uncovered insights into the tween market and identified music as a key driver for them, the campaign became somewhat boundless. I feel we have really discovered a great way to reach out to this unique market and look forward to seeing the results for LOL."
LOL Live runs until Monday 11th March. The performance is on Saturday 6th April. 350 people will attend.
ZOO: Creative and Promotion
Says Katie Saunders, general manager, Golden Circle from Heinz: "The tween market can be somewhat of an enigma and we feel that Vizeum's campaign will really find them in their natural habitat, whilst also developing a unique, ongoing event for our brand to own. Using music as the campaign cornerstone makes it easy for our audience to share the campaign through social channels and associate the brand with something they love."
Vizeum enlisted MCM Media to bring the bespoke secret show concept to life by securing Mastin, producing the event and executing the associated amplification of radio and digital properties.
A truly integrated campaign, LOL Live will be amplified through branded TV commercials (MTV, Nickelodeon), on pack, extensive in-store and OOH exposure including at schools and major retailers, promotional website, Facebook, Radio (SCA's Today Network) digital and mobile (MCM Media's Digital Entertainment Network of 57 distribution partners such as NineMSN, V Music, Yahoo, thehothits.com Take40.com and VEVO).
LOL Live will be heavily branded including a media wall, LOL juice bar and signage. The event is also designed as a content creator, with content from the event amplified via digital and social networks.
Says Danielle Gowling, business director at Vizeum: "Once we uncovered insights into the tween market and identified music as a key driver for them, the campaign became somewhat boundless. I feel we have really discovered a great way to reach out to this unique market and look forward to seeing the results for LOL."
LOL Live runs until Monday 11th March. The performance is on Saturday 6th April. 350 people will attend.
ZOO: Creative and Promotion
We uncovered music as a key driver!!!!!!! Good grief!!!!!!!
This appears to be a waste of money and will not build the brand. How much of this activity will result in repeat purchases for lol? I'm predicting zip.