CIM Marketing Excellence Award Agency of The Year

The Brief

Guinness World Records (GWR) asked us to find a partner to promote the launch of its new book, Guinness World Records Blockbusters!. The team wanted a partner with physical presence nationally as well as a family feel. GWR wanted to include a competition element in the partnership to help keep its target audience engaged.

The Activation

We approached Wimpy, a well-known and trusted family brand, which has 71 restaurants in the UK. The two companies worked together, with Wimpy running an instore promotion to win a copy of the new book as well as creating activity work sheets to engage families with the book’s contents.

Overview

Wimpy UK ran an instore promotion to win a copy of Guinness World Records Blockbuster edition (16 books total). Promotion to be supported online & through social channels.

In Store

1 A2 floor sticker in all 70 restaurants, including packshot of the book 1 A1 poster in all 71 restaurants, including packshot of book 7,500 double-sided A4 Kids Activity Sheets w/prize draw entry form, which included fun content from the Blockbuster book

Social

The three-week social campaign promoted the competition on the following channels: Facebook (24,658 fans) Twitter (3,021 fans)

Guinness World Records and Wimpy

Results

Social Media

14%

Increase in Twitter followers

2,555

People reached on Facebook

52,478

Twitter impressions

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