This weekend, ITV launched the new Walkers ‘Win Live’ promotional campaign fronted by Gary Lineker and Peter Dickson, the voice of The X Factor, giving the public the chance to win every Saturday night.
The campaign, which kicked off on Saturday 17 February, will be broadcast across three ad spots during prime-time ITV shows including The Voice, Ant & Dec’s Saturday Night Takeaway and Britain’s Got Talent.
The promotion, developed by OMD UK and AMV BBDO, has been activated across Walkers sharing packs, Mix Ups and Bugles. Each pack features a unique code which can be scanned on Messenger or entered via a dedicated website for automatic entry into the weekly draw.
Each week the creative on ITV will run across three ad spots featuring Gary Lineker and Peter Dickson. The first will showcase the headline prize of the week, including £5,000 cash or a dream holiday. The second will remind consumers to enter their codes and, in a first for ITV, the final spot will announce the week’s top prize winner live.
Rachel Holms, Senior Marketing Director at PepsiCo, comments: “We’re delighted to launch this campaign on our sharing range, with ITV. This is the first time we have announced winners live on TV. We’re confident that this will drive mass participation and excitement with consumers. Our TV adverts every Saturday night will be unmissable and the prizes will mean people won’t want to miss out.”
Mark Trinder, ITV Commercial Sales Director, said: ““This high-profile and truly innovative campaign is the fantastic result of a close and open collaboration between Walkers, ITV, OMD UK and AMV. ITV gives advertisers the opportunity to reach a mass audience, and nowhere is this more clear than with our big Saturday night shows.”
The campaign is supported by social media and digital activity, with activation in store and on packs.