To create an engaging campaign using McAlpine Plumbing Products sponsored ambassador and 2x PDC Darts World Champion Gary Anderson, that would drive footfall to all of the McAlpine product stockists up and down the UK and encourage purchases of McAlpine products. The secondary aim was to increase brand awareness, drive social media interactions and gain more followers.
The name of the competition was the 180Giveaway! Drawing on the use of Gary Anderson and internet plumbing sensation Andy Cam to increase awareness and engagement, we created a competition where people who went into a stockist of McAlpine products and then take a selfie with the product they were purchasing to send McAlpine via social media. If they won, they would receive a cheque for £180. The stockist with the most enteries at the end of the competition would receive a visit from PDC World Darts Champion Gary Anderson so staff and customers could all enjoy a game of darts with The Flying Scotsman.
We started building up the campaign through social posts and informative videos featuring Gary Anderson and Andy Cam. These videos were posted throughout the weeks leading up to the competition, then throughout and through to the final week. Andy Cam, who has a collective audience of around 50,000 followers was specially selected to take part in the video and he gladly retweeted the videos and produced his own how-to videos while the campaign was running. McAlpine's website was also updated to feature the campaign along with all creative across social media.
Graham's - Norwich