McCoys crisps have launched an interactive darts campaign via desktop, mobile and Facebook to encourage snackers to grab a packet of the bagged snack brand.
It sees special packs of McCoys branded with an activation URL and QR code to build on the crisps sponsorship of the Professional Darts Championship.
This allows consumers to select a darts pro to play in an online ‘Bullseye Challenge’ game which, if won, enters them into a prize draw to see players pop round to their local boozer, plus an Xbox 360 every week.
The online game challenges players to beat the professionals in a one or three dart challenge. An on-pack promotional code allows them to claim their prize if successful.
Commenting on the launch McCoys marketing director, George Johnston, said: “We
have seen our McCoy’s consumers really get involved with our PDC darts initiatives, and this promotion sees a natural evolution of our involvement with PDC Darts.
“Crucially though, the McCoy’s consumer is now more mobile and socially connected, so this activity makes the most of these opportunities, giving our consumer the opportunity to connect with us, and enjoy McCoy’s wherever they are.”
The digital campaign was developed by digital agency Activation, and the on-pack promotion was developed by Wax Communications.
The campaign runs from 10 September to January 2013.