WKD has extended its partnership with Spotify to further its campaign, which sees WKD host a series of interactive SoundClash events targeting 18-24 years olds.
The alcohol brand’s partnership with music streaming service Spotify was kicked off with an on pack promotional campaign created by Big Communications, giving consumers the chance to win Spotify subscriptions.
The new phase will see fans able to choose playlists for the SoundClash events via Facebook, with selected tracks played on the night by celebrity DJs such as TOWIE star Lauren Pope and Kiss FM Breakfast Show presenter Melvin O’Doom.
Alison Gray, consumer communications manager at WKD, said: “18-24 year olds are a core audience for us so it’s great to see our association with Spotify come to life in this exciting and interactive way. Music and good times sit naturally together and WKD consumers are going to love being able to get involved in these innovative nights out. ”
The campaign will include VoD across channels such as Videology and Xbox, online ads on sites such as FHM, Zoo and Spotify, location targeted mobile advertising, Twitter and Facebook promotions, in-venue promotions as well as press and outdoor ads.
CEO at Big, Dylan Bogg, added: “We always strive to create standout and memorable campaigns for our clients and this has been an exciting project to be part of. It sounds so good I might pop along to one of the events and do a bit of dad dancing.”
The campaign will also feature augmented reality activation allowing fans to watch the latest event video.