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Win a TOWIE walk-on with WKD

Monday September 8, 2014 at 2:06pm
WKD, the UK’s biggest-selling RTD alcoholic brand, has launched a new on-pack promotion to celebrate its sponsorship of TV reality show The Only Way is Essex, offering consumers the chance to appear in an episode of the cult series. The brand, owned by SHS Drinks, has introduced limited edition 10-packs of its WKD Blue with codes on the packing which consumers need to use to enter the contest. Debs Carter, alcohol marketing director at SHS Drinks, says the prize offers WKD and Towie fans “the ultimate bragging rights of appearing on screen.” SHS signed a deal to sponsor the next three series of TOWIE earlier this year, which gives WKD 60 seconds of on-screen accreditation per prime-time episode. In addition to bespoke programme idents, WKD branding also features across all on-air promotional trailers. In May, WKD launched a 10 city UK tour covering 30 outlets nationwide, which included personal appearances by two of the cast at each venue, a competition to meet the full cast, special TOWIE-themed WKD cocktails and TOWIE giveaways. The sponsorship was also supported with social media activities offering ‘money-can’t-buy’ prizes such as the chance to meet the cast in Marbella and interactive opportunities via a live caption competition and a bingo-style TOWIE word game during the forthcoming series. The WKD social media activities and WKD TOWIE Tour are being fully supported by a digital and mobile advertising campaign which reflects WKD’s unique humour. Debs Carter adds: “The programme is the most talked about thing on TV amongst our target market with more than one million viewers per episode.”
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