Nabisco as title sponsor of One Direction’s North American tour is bringing teen consumers closer than they “ever imagined” to the British pop boy band with live and digital experiences tied to its portfolio of cracker, cookie and gum brands. The 35-market tour kicked off June 13 in Fort Lauderdale, FL, and is heading to cities across the United States and in Canada.
Nabisco’s fully integrated campaign includes the 1D VIP app, a microsite with exclusive content from a fan tour correspondent and in-store promotions featuring an augmented reality feature and ticket giveaways. In addition to sampling, concert stops feature backdrops with life-size cutouts of One Direction members and the iconic red phone booth (featured on the band’s last album cover). Fans can pose for pictures and automatically upload the image across social media platforms. In five select markets—Miami, Philadelphia, Tinley Park, Ill, Dallas and Los Angeles—the 1D VIP experience is supersized with a red carpet, paparazzi-style entry and step-and-repeat, and text-to-win program, where two fans are awarded four upgraded seats and special gift bags.
“I’ve got to win in the store and bring our brands to life, but equally as important, I’ve got to win outside the store and be part of that cultural conversation, and One Direction does that for us,” Stephen Chriss, senior-director, U.S. media and consumer engagement, at Mondelēz International, told Buzz. Agency: Momentum Worldwide, New York City.