The launch coincided with the Wimbledon tournament, borrowing equity from the iconic 80 year Robinson’s sponsorship the ‘Serving Aces’ campaign was created. Central to the campaign were a series of sampling events across the nation spanning 6 major cities and key Wimbledon spectator stations. Participants were provided with a free Robinsons sample and with a download app call to action, free chicken wings were offered in in the local KFC. All locations were carefully selected based on footfall numbers and proximity to outlet.
To drive press coverage, we transformed the window of the Wimbledon KFC restaurant into a touchscreen retro tennis games, a UK first which went on to be coveted as one of the top three event activations around the tournament.
Extra footfall was driven to stores, through a targeted Facebook campaign we gave consumers the chance to win 2 tickets to the Wimbledon ladies final with purchases of Robinson’s. Consumers were targeted with location based Facebook messaging to raise awareness of sampling activity in their local city.
The activity achieved 82K impressions, over 50K Facebook video views and 7,375 incremental Colonel’s Club downloads. The interactive window successfully engaged local audiences achieving 8,000 game plays over the campaign and was voted as one of the Top 3 event activations for Wimbledon.