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Weet-Bix: King of the Six

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Project
Overview

Gemba and Weet-Bix teamed up and used Australia’s hottest summer sporting event, the Big Bash – to make a huge impression with fans of all ages and become part of the daily conversation amongst a legion of BBL fans.

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Execution

As the BBL’s most explosive batsmen staked their claim to our Willow Throne, the campaign rolled out in broadcast, in stadium and engaged with scores of social fans across Facebook and Instagram.

We sparked conversation around who would hit the most sixes for the summer and then asked dedicated fans to ‘Name the Kings Blade’ – in a quest to win a signed bat from our hard-hitting heroes. The conversation across Weet-Bix socials exploded. Fans were passionate, engaged and creative in their answers.

Results

Over three years, the Weet-Bix King of the Six campaign has smashed targets, racking up huge totals across the board.

  • 8.8m+ people reached and climbing
  • 1.6m+ video views
  • 250,000+ online engagements
  • 60,000+ entries on Facebook