Nabisco Sponsors the One Direction north American Tour
Kids love music. Moms love their kids. Through sponsoring the One Direction 2013 National Tour, Nabisco reaches both audiences. The campaign includes packaging, POS, digital and events. Kids can enter for a chance to win tickets to 1 of 4 sold-out concert events, engage with the band through augmented reality and exclusive content via a mobile app and follow the band through twitter and instagram. Content will be sustained throughout 2013 even after the tour is over.
Web and Mobile
Knowing that kids today are on their mobile or tablet device more then they are on a desktop. We developed a responsive website that can viewed on all platforms.
We also developed a App that utilized all the major social media outlets. The idea is to have the consumer feel like a VIP by getting inside info from our tour blogger to receiving special videos, text messages and voice mails from the band.
We also utilized the packaging and made it a trigger for a special Augmented Reality Video to where the band appears on top of the packaging talking directly to you.
Packaging and POS
With Nabisco being the soul sponsor for One Direction North American tour. We came up with a multi platform approach. Beginning with Packaging and In-Store POS.
To Give our App and Website the feel of VIP we shot and edited 14 videos that gives the fans a behind the scenes look at the band on and off the stage. This includes a interview with them answering questions from the fans.