Dave and Intu team up for Christmas experiential campaign
Friday December 13, 2013 at 2:43pm
TV channel Dave has teamed up with Intu shopping centres this December for an experiential campaign which kicks off tomorrow, to drive viewing of Dave's Christmas schedule and promote new ways to experience the Dave brand. 'Witty Santa' has seen the creation of a Dave Christmas Lounge in high-footfall mall locations for two weekends in the run up to Christmas, helping shoppers get through the stress of the festive season by relaxing in one of Dave's Man Chairs while they have their Christmas gifts wrapped free of charge. The campaign was developed by marketing agency Mediator. The Man Chairs will be fully equipped to entertain shoppers and provide a moment of respite from their busy day with a taste of Dave's new Christmas content available to view through a tablet app. The app will include exclusive clips from key shows such as Suits and the channel's new origination Crackanory, as well as information about new ways to experience Dave through the channel's iOS app and online streaming service. In addition to gift wrapped presents, shoppers will also take home 'Dave's Christmas Survival Guide', providing a range of witty tips on how to survive the festive period in true Dave style, whether it’s bagging a pay rise from the boss at the office Christmas party or earning some brownie points with the in laws. To drive further engagement with the campaign, participants will be encouraged to voice their Christmas disasters and triumphs through #WittySanta on social media platforms and enter a 'Watch and Win' competition on the app to win a cash prize. 'Witty Santa' will run on December 14th and 15th at Intu Metrocentre and on December 21st and 22nd at Intu Lakeside shopping centre. The campaign is Dave's second piece of innovative experiential activity delivered by Mediator in 2013. The first was the award-winning 'Dave's Man Chair' campaign which saw the chairs featuring in 15 of Burton Menswear's flagship stores nationwide sampling new Dave content to 70,000 participants. Mediator is an independent marketing communications agency with a specialisation in creating partnership campaigns. Current clients include: UKTV, Just Eat, Hailo, Superdrug, T-Mobile and Alton Towers.