The Brief

The Facebook campaign, named ‘Win Nothing’, is the first time WKD has used social media to directly drive in-bar footfall. Elvis has created a series of humorous viral films directed by Velvet Films’ Nick Rutter about ‘Wayne’, a fictional WKD employee who has stolen WKD’s promotional prize fund. Each week Wayne will post a video diary to the WKD Facebook page, where he taunts his old WKD bosses as he lives the high life at their expense. The diaries are complemented by corresponding in-bar drinks promotions and activities throughout the last 2 months of 2010.

Our Solution

From fake CCTV footage to videos of Wayne trying to spend the WKD cash on a supercar, the online activity will let consumers see the antics of Wayne, a normal bloke who decided to ‘stick it to the man’ and live the dream. Once hooked into the story, consumers are driven in bar for the chance to earn rewards. These rewards range from Wayne disguise kits, WKD merchandise and travel vouchers to help track Wayne down in Europe. At the end of the campaign in December, Wayne will give himself up and one lucky winner will claim a £1000 reward (all that’s left of the original stash) by spotting the real life Wayne in selected bars.

‘Win Nothing’ not only reflects the tongue-in-cheek values of WKD, it pokes fun at promotions in general by turning the usual conventions of the category on their head. Only a brand like WKD could run this kind of activity.

The Results

The Win Nothing activity drove a 425% increase in cases ordered during the campaign versus the control week. All participating outlets saw significant uplift in weekly bottle sales with up to 650% increase in WKD purchases (some even saw a 1000% increase!).

Win Nothing was certainly activity that consumers could not experience at home. The different in-bar activity created theatre and gave drinkers a reason to keep coming back into outlet each week.

As well as surpassing the original objectives, the campaign also drove:

- 5,863 new Facebook fans

- 18,360 visits to the Facebook page during the campaign

- 1,445 video views