Peperami is possibly not the first brand that springs to mind when you think of Rolls-Royce but the two brands have sealed a tie-up to give lovers of the Jack Link’s-owned spicy sausage brand the chance to drive off in a 1972 Silver Shadow.
As part of the three-week campaign, devised by Havas Helia, people are encouraged to unleash their inner animal, get rolling and make videos of themselves physically rolling sideways in different locations.
The campaign kicks off next week with a #HowIPeperamiRoll Twitter Promoted Trend. Havas Helia created a launch film featuring the star prize 1972 Silver Shadow Rolls-Royce, which goes out as a Sponsored Ad on Facebook as well as under the Promoted Twitter Trend.
The agency, which picked up the account earlier this year, will also be putting out four challenge videos featuring the “pro-Roller” character, Rolland. He encourages fans to roll in a different location each time and post their video, or photo, to PeperamiTV Facebook or Tweet with #HowIPeperamiRoll for a chance to win.
Pro-Viners, chosen for their large social following and appeal to the brand’s 18-34 year male target audience, will support each challenge video. Each pro-Viner will submit their own rolling video on their Vine, Facebook and Twitter with #HowIPeperamiRoll and call for others to get stuck in.
Peperami’s sponsored, and organic, social output will signpost to the campaign page, where people can watch Roland’s challenge videos, see the prizes, how to enter and all the social activity aggregated in a visual feed.
One winner for each of the four challenges will be selected to win. Prizes include darts tickets, a year’s supply of Peperami Rolls and ‘Let It Roll’ Prague festival tickets, flights and accommodation. There will also be random prize giveaways.
And one person, chosen from all the entries, will be crowned the ‘Ultimate Roller’ and they’ll get to win the Rolls-Royce.
Pavan Chandra, senior brand manager at Peperami owner Jack Link’s, said: “We challenged Havas Helia to do something different to support the launch of the Peperami roll. We wanted a punchy campaign that delivered great value and disruption and this campaign certainly delivers that. When they suggested giving away a Rolls-Royce I was scared, and that’s a good thing – boring creative doesn’t scare you! It’s a great campaign and we look forward to seeing the results.”
Havas Helia nabs Peperami digital
Havas Helia bags MarketReach brief
New biz chief Barber returns to EHS
Havas hands Barber group new biz
Havas Helia bags Regus activity
Havas Helia bags Co-op Bank
Helia promotes duo in hiring spree