The Kids Love the Band. The Moms Love the Kids. Nabisco Knows How to Reach Both Audiences.
Nabisco was already a partner of One Direction's, but they wanted to take their relationship with the band to the next level by sponsoring their 2013 North American Tour. They knew that kids today are on their mobile devices more than they are on a desktop, so they developed a responsive website that can be viewed on all platforms. They also developed an App that utilizes all the major social media outlets, so consumers feel like VIPs by getting inside info from our tour blogger and receiving special videos, text messages and voice mails from the band.
To complete the package, they made packaging a trigger for an augmented reality video where the band appears on top of the packaging talking directly to you—giving you that VIP experience. Finally, we created 14 videos that give fans behind-the-scenes looks at what goes into being in one of the biggest boy bands in history—from interviews with each member answering questions submitted by fans to footage of them working out before shows or hanging out backstage between shows.
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