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Cravendale the Muppets

Cravendale appoints Outside Line to promote Muppets sponsorship


By The Drum Team, Editorial

January 12, 2012 | 2 min read

Cravendale has commissioned its social agency, Outside Line, to create a campaign promoting the milk brand’s sponsorship of the upcoming The Muppets movie.

The campaign centres around a social media giveaway of limited edition Muppets stickers designed specifically for two-litre Cravendale bottles.

Consumers will be able to collect the entire set of the stickers by registering on the Cravendale website, with one character released each week from 9 January, beginning with Kermit the Frog.

Once fans receive their stickers they can upload a photo of their new creation to a dedicated Facebook app, The Muppets Makeover, which creates a short, personalised film that captures different Muppets characters interacting with the submitted photo. Each photo submitted to the Muppet Makeover will automatically be entered into a prize draw to win a VIP screening of the Muppets movie for four friends.

Ant Cauchi, Outside Line co-founder, said: “We always relish finding ways of helping people to ‘get carried away with milk’. And the Muppets Stickers are just the first of many fun and innovative Cravendale social media projects that will mark a huge year for this socially switched-on brand.”

The sticker campaign will run for four weeks before a national on-pack promotion begins whereby consumers accumulate on-pack voucher codes to redeem against a Kermit the Frog back-pack.

Sam Dolan, Cravendale brand manager, said: “We can always rely on Outside Line to come up with a fun and engaging way of getting families interested in milk. We’re very excited about our Muppets sponsorship and the Muppets sticker giveaway is the perfect way to reward our fans and Muppets enthusiasts alike.”

Cravendale the Muppets

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Outside Line

Outside Line; a social agency specialising in creating branded experiences to engage audiences and connect like minded people. Online to offline, interactive to...

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