Leading soft drinks company, Britvic, will once again bring the magic of Pantomimes to families for the second year by bringing back Robinsons festive themed campaign. However, new for this year’s Pantomime campaign, Robinsons will be introducing Panto Karaoke, which will encourage families to star in their own shows and send e-cards over the festive season.
Appearing on-pack across the full range of Robinsons squash from October, the digital promotion invites families to visit www.pantokaraoke.com where a 3-minute online tool enables children to have fun getting stuck into making a Panto Karaoke with the added bonus of all proceeds going to children’s charity Barnardo’s. The promotion also offers consumers the chance to win a Samsung Netbook every hour*, simply by entering the Robinsons squash pack code at www.pantokaraoke.com
The Panto karaoke site uses augmented reality to capture kids’ faces through their webcams. The site lets kids perform their chosen panto, recording the action which can be used as an e-card to send to family and friends. Users also have the option to use their e-cards as a fundraising tool for Barnardo’s.
Panto Karaoke in-store visibility & Star Support
The Panto Karaoke on-pack promotion will be supported by bold POS that will enable retailers to increase visibility of the Robinsons brand in-store, helping to drive sales and profit opportunities at this key time of the year.
The pantomime activity is already underway with Robinsons and First Family Entertainment’s nationwide Search for a Star initiative, which gives budding young performers the chance to audition for a place in their local pantomime. The activity is being supported by a regional PR campaign.
Becoming Synonymous with Pantomime
Jon Ellis, Activity Marketing Manger at Britvic, comments
“Last year, the ‘Put on a Panto’ website had over 350,000 visits, which is fantastic, now we want to make the experiences even better and easier to get involved with. Pantomimes remain extremely popular and are a natural fit for Robinsons. The Panto Karaoke on-pack promotion will strengthen Robinsons’ position as the number one squash in the lead up to and during the Christmas holiday and New Year period.
“For retailers, it will drive visibility and interest around the important squash category during the key Christmas selling period. This time of year is typically all about spending time with family and friends and people like to ensure that they have their favourite brands in the cupboard, ready to share with their guests. Retailers need to make sure that they can capitalise on this opportunity by stocking up on the full Robinsons range.”
Visit www.pantokaraoke.com
*(5 daily draws to win a Samsung N270 Netbook commence at 11.00am on 8/10/10 and occur every hour between 11.00am and 4.00pm until 2/12/10. After 2/12/10 there is one draw daily closing midnight each day until 16/12/10.)