Five by Five

Five by Five has created an interactive digital game to help WKD break into the cider market with their latest beverage, WKD Core. Designed to establish the word ‘core’ as a bar call, the game aims to raise awareness of the product and engage with the target audience of males 18 -24 years old.

Launching this month on the campaign microsite www.wkdcore.co.uk, the aim of the game is to memorise the sequence of people shouting out “core”. Each day one lucky player who completes all five levels can win themselves a limited edition t-shirt and other great Core gear.

A digital, print and outdoor advertising campaign will support the game and help promote the new product launch to consumers.

Debs Carter, Marketing Director for WKD, comments: “The team have done a fantastic job of creating a highly addictive, but fun virtual game that allows customers to win great prizes. The fact that it can be adapted to reflect different seasons means it has the longevity to extend past the summer – a season traditionally associated with drinking cider.”

Nick Gill, Head of Planning at Five by Five comments: “When developing the game, we wanted to embody the campaign theme of ‘cider with a WKD side’. The application is designed to appeal to the key audience’s sense of humour through being fun, entertaining and engaging.”

Featured in NMA

Ask WKD’s Kev n’ Dave anything. Yes, anything. Right here on WKD.co.uk.

Recently launched, Kev n’ Dave bring the WKD brand personality to life as well as help drive sales across the product portfolio.

Featuring two cheeky characters who epitomise the brand’s essence, users are able to interact with Kev n’ Dave to obtain answers to any question posed, in true WKD style. A variety of changeable videos, backgrounds and content will ensure the campaign is adaptable to seasonal activity throughout the year.

The application will be supported by a dedicated blog, Facebook site and newsletter, all of which will be promoted via online advertising, database marketing, social media, and video seeding.

As well as featuring a compelling creative draw to the site, users can easily navigate around other key promotions and content available including competitions, money-off vouchers, local event listings and an online shop.

Debs Carter, Marketing Director for WKD:

The campaign represents everything WKD stands for and focuses on engaging with our target market of males aged 18-24. The team at Five by Five have done a fantastic job in creating an entertaining online application that will directly appeal to our key audience’s sense of humour.

Nick Gill, Digital Planner at Five by Five:

Kev ‘n’ Dave bring alive the WKD brand using digital to its potential by being interactive, engaging and entertaining through differentiated content. We’ve created a knowledge source where consumers can interact and engage with Kev ‘n’ Dave to get answers to everything and anything but of course the answers will be delivered in an unmistakably WKD way.

Question of Footie is a fun and interactive game developed for WKD. The campaign supports the laucnh WKD Nuts Football Awards 2008 with the key objectives being data capture and brand awareness.

Question of Footie was designed as a flash magazine with each page of the magazine being a new round of the game. The types of questions include pin the mullet on the striker, observation rounds and some tricky Footie knowledge rounds.   

And as for the prize? Every player who completes the quiz is entered into a prize draw to win a Footie trip with their mates to the mighty Barcelona Nou Camp to watch a game. The forward to a friend functionality puts a viral edge on the game as users forward onto the mates to increase their chances of winning the trip, thus extending reach of the 2008 Nuts WKD awards and working towards the objective of data capture. 

Try your luck at Question of Footie - http://www.wkd.co.uk/footie

Five by Five have launched a fresh look and feel for the WKD site.

The aim of the site was to communicate the brand essence of “Having a Laugh with your mates” targeted at males aged 18- 24. The twist was that whilst the site needed to have a cheeky appeal the site content was required to fit within the brand’s digital code of conduct based on Portman Group guidelines.

The site needed to have dynamic content, a fresh look and feel, be user friendly and above all engaging. There was also an inherent need for the site to be updateable to allow the client to be reactive when necessary.  

Check out the new look site http://www.wkd.co.uk/