The 12-week Facebook campaign, named ‘Win Nothing’ will be using social media to drive footfall into bar as well as supporting the trade. Launching on 15th October, Elvis has created a series of online films directed by Velvet Films’ Nick Rutter about the humorous story of ‘Wayne’, a fictional WKD employee who has run-off with WKD’s promotional prize fund. Each week Wayne will be posting a video diary to the WKD Facebook page, where he taunts his old WKD bosses as he lives the high life at their expense. The diaries will be complimented by corresponding in-bar drinks promotions and activity.
From fake CCTV footage to videos of Wayne trying to spend the WKD cash on a supercar, the online activity will let consumers see the antics of Wayne, a normal bloke who decided to ‘stick it to the man’ and live the dream. Once hooked into the story, consumers are driven in bar for the chance to earn rewards. These rewards range from Wayne disguise kits, WKD merchandise and travel vouchers to help track Wayne down in Europe. At the end of the campaign in December, Wayne will give himself up and one lucky winner will claim a £1000 reward (all that’s left of the original stash) by spotting the real life Wayne in selected bars.
John Treacy, Creative Director at Elvis says, ‘We wanted an idea that was true to the values of WKD - a brand that’s never been shy at poking fun at itself. ‘Win Nothing’ not only reflects this attitude, it pokes fun at promotions in general by turning the usual conventions of the category on their head. Only a brand like WKD could run this kind of activity.’
WKD says ‘Elvis have developed a fun, engaging activity that we believe will resonate with our target audience and drive them into bar on a Friday night by way of our Facebook page. Social media is ever more becoming the facilitator for friends socialising and we are embracing this trend with this new and exciting campaign.’
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