WKD is celebrating summer – the late nights, the early flights, the roasting on the beach by day and spending all night on the dancefloor – with a seasonal digital campaign that will encourage consumers to engage with the brand and share humorous content among their own groups of friends throughout the summer months.
The 12-week social media campaign runs through until September. Under the overall activity theme of The Summer of Bruv, the various fun approaches will live on Facebook and Twitter, and will be shared by consumers via Instagram and Twitter. A variety of mechanics will encourage consumers to interact with WKD, primarily through sharing summer-fun pictures and stories online.
At the end of each month participants will have the opportunity to win a bundle of WKD travel essentials including a unique WKD Summer of Bruv suitcase. In addition, two entrants will each win a trip for them and their friends to Ibiza for the closing party weekend in September.
WKD’s Summer of Bruv activity invites consumers to get creative and post summer-themed images which capture the humour and cheeky spirit for which WKD is renowned, such as photos showing bottles of WKD in an interesting summer setting and creating a WKD, LOL-style take on a traditional seaside postcard.
WKD is also making a series of electronic ‘boastcards’ available for consumers to send to their mates when the weather is better in the UK than in key holiday destinations – just to let them know they are missing out on a heatwave back at home.
Debs Carter, marketing director – alcohol at SHS Drinks, said: “Social media is a really key part of our consumers’ lives – WKD has almost 286,000 Facebook followers. This whole campaign plays to some real brand strengths – namely it’s about mates, having fun, and making your voice heard. Consumers love interacting with WKD and the Summer of Bruv campaign is all set to generate some great consumer engagement opportunities.”