Mccoy’s Launches ‘mega Darts’ Campaign
McCoy’s crisps has revealed details of its latest on-pack promotion, linking online content created to build on its role as title sponsor of the McCoy’s Premier League Darts and Official Snacks Sponsor of the Professional Darts Corporation.
Developed by integrated agency Billington Cartmell, the campaign maintains the brand’s link with darts but has been designed to broaden its appeal through an online competition.
Launching on-pack in early February the promotion targets McCoy’s core audience of adult males and will run until the end of July across most of the McCoy’s range including two new limited edition flavours.
The Mega Darts on-pack activity directs consumers online, combining a traditional on-pack promotion with exclusive digital content.
Mega Darts is inspired by McCoy’s second year as Title Sponsor of the Premier League Darts, featuring on Sky Sports. The game will allow participants to control the outcome of actual footage by going online and firing objects filled with explosives onto a giant sized darts board.
Players will have the chance to win every 180 minutes with prizes ranging from adventure experiences (power boating, rally car driving and tank paintballing) to tickets to the PDC darts final at the O2.
The promotion will be supported in-store and online with footage released throughout the campaign via social media sites.
Giles Dempsey, business director at Billington Cartmell, said: ‘We wanted to create something bigger than a traditional on-pack promotion, giving consumers something to get excited about, while building the brand’s profile as the ‘man crisp’.
George Johnston, marketing director for KP Snacks, added: ‘Mega Darts is a very ownable property that reflects the brand personality and will really resonate with the McCoy’s audience.’
Consumers can enter the promotion and access exclusive content by buying a pack and going to mccoys.co.uk/megadarts or visiting the McCoy’s facebook page.
The McCoy’s Premier League Darts begins on 7th February, on Sky Sports.
