CMW develops digital communications platform for nationwide launch of McCain’s mega shopper brief
Integrated creative agency CMW has created the digital communications platform that will exclusively launch McCain’s new on-pack promotion ‘Lucky Spuds’. The agency has developed the gaming experience and digital/social media strategy which will bring the on-pack initiative – the largest McCain has ever undertaken – to life. Lucky Spuds will run across McCain Home Chips, Oven Chips, Rustic Chips, Hash Browns and Roast Potatoes. Activity launches on March 19th and runs for 84 days with the brand giving away £1,000 daily and an overall grand prize of £100,000.
CMW was appointed as McCain Foods’ digital agency early in 2011, responsible for all digital communications for the master brand and entire product portfolio. The agency was also awarded the brand’s entire website and eCRM management brief at the end of last year. Additionally it is currently delivering a nationwide door drop initiative for McCain’s Home Chips targeting 3 million households and has also launched new McCain Ready Baked Jackets with a mobile Facebook application that provides inspiration for delicious topping combinations to people on the go.
CMW developed the embryonic ‘Lucky Spuds’ game concept and channelled its gamification expertise to develop simple, intuitive gamplay that encourages repeat play, shareability and broad appeal.
Consumers can register and play ‘Lucky Spuds,’ a game of chance, on Facebook by entering the back of pack code found on promotional packs. CMW has created a potato field gameboard where players race against the clock to find the Lucky Spuds. The fastest time each day wins £1000. The fastest score overall wins £100,000.
CMW has developed the entire digital universe that supports the ‘Lucky Spuds’ customer journey, from purchase through to player registration and gameplay, extending the world depicted in McCain’s recent Chip Perfection TV ad.
Commenting on the initiative and McCain’s strategy, Liz Wilson, CMW CEO said: “In early 2011 CMW was appointed by McCain to support its new and forward looking approach to marketing and its increasingly multi-channel vision. Since then we have continued to build on our relationship with McCain, growing our involvement across each channel by providing a wide range of expertise covering brand building, trial, loyalty and community strategies.
Rachael Smith, senior brand communications manager at McCain Foods added: “We are confident that ‘Lucky Spuds’ will deliver cut-through in the freezer aisle and drive incremental sales. CMW’s creative game play and robust online strategy will play a key role in delivering our all important commercial returns as well as communicating the core superior quality brand message that only the luckiest spuds get to be McCain Chips.
“We have quickly come to depend on CMW as an important strategic partner. The quality of advice and implementation they give us means we are totally comfortable with using the digital channels they recommend to launch our largest promotional initiative ever.”
Credits:
– On-Pack Promotion Concept – Blue Chip Marketing
– Media Planning & Buying – PHD
– PR – Nexus PR