I am just loving the new VB Name in the game campaign, launched this month in preparation for the upcoming 2014 NRL State of Origin series.
Victoria Bitter is giving 46 NSW Blues fans the chance to get their name on the actual jersey of one of the NSW players participating in the State of Origin series in each of the three games.
How does it work?
To enter, fans just need to purchase a specially marked carton of Victoria Bitter for their chance to win.
The campaign is worth over $3M and will run across TV, radio, PR, social media and instore.
Why I love this campaign
Engagement, engagement, engagement. Short of putting on your own jersey and playing in the game yourself, there is no better way for a blues fan to feel as though they are right there on the field, in the game helping the NSW team try and win.
Unique. It delivers an experience that money cannot buy.
As a secondary prize, fans can still win a personalised official NSW Blues jersey with the purchase of 10 cartons of Victoria Bitter, along with $20 p & h.
Shareability. The campaign launched with the support of high profile media personalities and influencers such as Ch7 newsreader Mark Ferguson @MarkFerguson_7, 2SM radio personality Gavin Robertson @GavRobbo375 and Jonesy and Amanda from WSFM @JonesyandAmanda. Followers have been urged to use the hashtag #vbnameinthegame. You can be sure that the promotion winners will all be posting across social media selfies of the NSW Blues player with their name.
— Mark Ferguson (@MarkFerguson_7) May 1, 2014
— 2SM Super Network (@2SM1269) May 9, 2014
— JonesyandAmanda (@JonesyandAmanda) May 1, 2014
Cost. The main costs are in printing the names on the jerseys, which is very small.
Brand Association. Whilst Victoria Bitter are giving up the brand name in words on their logo for the promotion, the VB logo and branding device are still as is. As seen above, when photos are shared across social media, the VB logo will always be displayed front and centre.
It is the first time in 160 years that the wording will be changed on the Victoria Bitter logo. This brings back memories of the Nike logo, where a few years ago due to the high consumer recognition purely from the ‘swoosh’ visual device, Nike decided to drop the word ‘Nike’ from their brand logo.
Whether it will help the cause of the team and assist in breaking QLD’s hold on State of Origin we will have to wait and see next Wednesday night.
NSW managed to win the opening game and take a 1 – 0 lead in the series.
Paul Gallen wore Reg Gasnier on his jersey as a tribute to Reg who recently passed away whilst fans had their names on other players jerseys.
As of Friday May 30, there were only 18 tweets recorded using the hashtag #vbnameinthegame. The NRL Origin Facebook promotion below may help to explain these results, which to date has had over 76,000 entries.
by Konrad Markham
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