The Drum Awards for Marketing Entry Deadline

-d -h -min -sec


By The Drum Team | Editorial

May 2, 2012 | 2 min read

Spinnaker has created a social media campaign for Levi Roots' Reggae Reggae Sauce.

The agency was appointed last month and briefed to create social media activity around the brand's first ever TV commercial, which has been created by JWT in conjunction with Aardman, and airs for the first time tomorrow.

Spinnaker’s activity includes building anticipation ahead of the TV ad's launch by using Facebook and Twitter to drive views of the ad on YouTube and encourage online seeding.

Social media activity will then continue throughout the summer and into the BBQ season. A Facebook app, created by Spinnaker, launches on 4 May and will give fans the chance to win a BBQ and music goodies including an acoustic guitar.

Shah Khan, Levi Roots' marketing manager, said: “Spinnaker has added real value to our digital offering - we are delighted that our TV ad has already been viewed in excess of 60,000 times on YouTube, and excited to see how the app drives Facebook engagement when it launches at the end of the week.”

Sophie Crossley, senior account director at Spinnaker, added: “Levi Roots is a fantastic brand to work on and the Aardman creative has given us some great content for online.

"The app mechanic ensures that it will have wide reach, aligning Reggae Reggae Sauce to BBQ season and encouraging participants to tell all their friends.”