New campaign for McVitie’s Medley
McVitie’s Medley is mixing it up again with an advertising campaign that will build consumer awareness of the biscuit and cereal bar and grow sales for retailers.
Kicking off the advertising campaign, McVitie’s Medley has launched its very own free Blippar mobile app activation. The Blippar app, which is available now, features cutting edge image recognition and augmented reality technology that enables people to use their smart phone to watch the new McVitie’s Medley band, The Medley Mixers, dancing and performing one of their exclusive songs on the edge of their Medley bar.
The song will be selected at random from a choice of six songs written exclusively for The Medley Mixers and will feature lyrics that tie in with the Medley bars’ ingredients and great taste so every ‘blipp’ is a different musical experience.
In order to attract consumers to try the new Blippar app and the product itself, the brand has also launched its Medley Air Play Tour, which is running now. This will see McVitie’s Medley bars being sampled at an array of high profile events across the UK including Latitude, Party in the Park Leeds and the Bristol Balloon Festival among others. At the events, McVitie’s Medley will be encouraging consumers to show off their best air guitar skills by using a giant Medley bar to demonstrate their talents.
McVitie’s Medley will also be using social media to advertise the brand. It has launched its own Facebook page, www.facebook.com/McVitiesMedley, which will be introducing a ‘Dedication’ app, created by digital agency 20:20, at the end of June that enables consumers to send a personalised song from The Medley Mixers to friends or family to mark a special occasion. To drive further trial of the brand, consumers that send a message via the Dedication app will be able to download a ‘25p off next purchase’ coupon that can redeemed in store.
UB is also launching a Twitter feed that will feature Tweets from The Mixers (@TheMedleyMixers), regular gig updates and news from the road. There will also be a fully integrated advertising campaign to promote the activity including both online and mobile phone advertising.
Sarah Heynen, marketing director of Sweet Biscuits at United Biscuits UK, comments, “We’re really excited about the launch of our new McVitie’s Medley advertising campaign. The brand’s ethos is all about mixing things up and having a bit of fun and the campaign reflects this perfectly.
“Having already grown the McVitie’s Medley brand value to £12m RSV since its launch, we believe that the campaign will drive even greater sales. We encourage retailers to stock up with the McVitie’s Medley range to ensure they benefit from the campaign.”