Let’s face it—since day one, One Direction (1D) has been a pop sensation, making fans swoon with their irresistible, upbeat sound. After their first record hit, 12 million fans purchased a 1D album, quickly rising the band straight to the top of the charts. Fans just can’t get enough of 1D, and Nabisco recognized the strength in sponsoring a 2013 North American Summer Tour. Deal points were soon negotiated between Nabisco and a third party. Our team was given the opportunity and the challenge to deliver a remarkable tour activation that provided fans what they craved most—a VIP experience that brought them closer to One Direction. The campaign was supported through Nabisco cookie, cracker and gum brands, and included some groundbreaking experiences—with technology making the connections… The 1DVIP App: Our team developed all creative material for the 1DVIP App, providing an insider’s look at the 2013 tour and exclusive content like downloadable 1D wallpapers for phones, status updates about upcoming concerts, exclusive 1D photos and voicemails, and geo-targeted text messages from the band. The App also featured a new perspective on retail packaging. Through augmented reality technology and Nabisco’s special packaging, fans held a brand package up to their phone to scan. 1D materialized atop the package to deliver an engaging message about their tour, exclusive only to those who downloaded the 1DVIP App and purchased Nabisco special packaging. The 1DVIP Microsite: After learning about the partnership through social media outlets and press releases, fans visited the 1DVIP.com Microsite where they engaged in entertaining 1D trivia, hilarious band interviews, and an aggregate of social media information. The 1D Trivia was a hit on the website—and was the most popular engagement for four weeks running. Our team asked 1D questions on their preferences and the upcoming tour. We posted these questions on the Microsite with multiple choice answers, giving fans an opportunity to get closer to 1D. Our team managed the 1D photo shoot in Fall 2012. Through captured imagery and videos, we produced and edited exclusive band interviews that were available to fans through the Microsite and 1DVIP App. Harry Styles provided a very delicious way he likes to eat Ritz crackers, which was the most watched video on the Microsite! We leveraged Nabisco’s Facebook and Twitter handles to promote the campaign. Additionally, fans who attended 1D concerts were encouraged to upload their photos to Instagram using #1DVIP. If selected, photos were aggregated to the Microsite for all to view—and brag about! On the Microsite, fans were also prompted to download the free 1DVIP App. Through the App and Microsite, fans entered for a chance to “Be a 1DVIP"—win One Direction concert tickets and meet & greet passes. Overall, our target just can’t get enough pop culture content, and Nabisco and One Direction are serving it up. Nabisco allowed fans to step closer to the band by accessing pop culture through digital content, and our team made it all come to life. When it comes to the world’s most popular band, demanding fans expect to receive an excess of 1D pop content; we exceeded every expectation, from a client perspective and from a fan perspective. We provided people with something special: a refresh on the content to make it engaging, memorable and fun. We gave them more than they could have ever asked for. The traditional sponsor may conveniently add brand logos on the concert stage to complete their activation. We went above and beyond through our digital efforts—increasing fan engagement and delivering a plethora of pop content, all the while garnering brand exposure. Fans made decisions to purchase Nabisco product based on their behaviors and our tactics. Our sales/revenue and social sharing increased immensely, due to our creative insights to deliver what One Direction’s fan base wanted the most—exclusive 1D content. Results of the campaign speak for themselves… We drove incremental purchase of Nabisco products via the partnership: • Shopper marketing efforts led to $13,701,969 in revenue, a +6.7% increase in revenue from 2012 and +1.7% share increase from 2012 o Cookies & crackers accounted for 75% of total revenue, while gum accounted for 25% o Funded customers accounted for 73% of total revenue, while approved customers accounted for 27% We created a fun experience that led to deeper brand interactions: • Microsite visits: 673,640 surpassing total campaign goal by 3.6% • Visits from mobile: 271,642 reaching 83.3% of total campaign goal • Unique site visitors: 371,588 reaching 81.7% of total campaign goal • Sweepstakes entries: participants registered an average of 5 times for a total of 292,628 reaching 60% of total campaign goal • Sweeps registrations: 1,419,459 reaching 95.9% of total campaign goal • Number of App downloads goal: 153,521 reaching 61.41% of campaign goal • Number of App opens: 1,004,722 • Time spent in App goal: 1 minute, 34 seconds reaching 72.31% of goal We drove measurable awareness of the sponsorship: • Special packaging (a component of the Augmented Reality technology): 21MM produced • Paid digital media impressions: 277.8MM combined for mobile and desktop surpassing total campaign goal by 57.2% • Earned media on social and traditional platforms - Placements: 1,479 reaching 95.4% of total campaign goal - Impressions: 108.7MM surpassing the total campaign goal by 43% • Lift in ad awareness: +4.1% surpassing total campaign goal by +3.1% We created sharing opportunities to amplify the One Direction experience: • Social impressions: 158.4MM surpassing total campaign goal by 226.3% • Facebook/Twitter page and user posts: 856 Facebook posts, 20,482 Tweets • #1DVIP Instagram Mentions and photo downloads - Instagram Posts: 3,847 - Photos Downloaded: 5,142 • Facebook/Twitter fan growth: +16% for Honeymaid on Facebook; +12% for Chips Ahoy! on Facebook; +46% for Oreo Twitter; +26% for Ritz Twitter
