The campaign will see 48 students from eight cities across the UK, curate their own summer-themed house parties and partner with selected campus and society events to distribute the new WKD range to kick-start summer.
The two-part campaign will start with the newest flavour in the WKD family, Mango Crush, sampling at various society events, meetings and student gatherings, boosting Mango Crush as the real BNOC (big name on campus) this term. The second phase will focus on creating memorable student-led summer-themed parties. The parties will be instantly shareable across social media, allow sampling of the newly refreshed WKD range and enable the distribution of merchandise and money-off vouchers redeemable in local stores.
Alongside the student-focused activity, WKD will also be running in-bar activations in Stonegate venues across the country. Giving away samples of WKD Mango Crush and merchandise in exchange for an ‘on-the-spot’ task.
Amanda Grabham, head of brand marketing, comments: ”Students are a really important audience for WKD, this campaign in collaboration with students across the UK will ensure WKD is front of mind this summer!”
The campaign aims to sample thousands of WKD bottles across six weeks of activity in the lead up to the Summer months.