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Weet-Bix: King of the Six

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Project
Overview

In 2015, Weet-Bix wanted to utilise Australia’s hottest summer sports property – the KFC big bash — to make a huge impression with young cricket fans and families. They challenged Gemba to create a campaign that would make them part of the conversation across social and engage with legions of BBL fans throughout the summer.

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Execution

Introducing ‘Weet-Bix King of the Six’ — a campaign that asked fans to guess who will hit the most sixes throughout the BBL season for a chance to win cash and prizes. We kicked off the promotion with online video content featuring BBL stars Steve Smith, Aaron Finch, George Bailey and Glenn Maxwell all laying their claims to the inspirational Willow Throne. The campaign was then brought to life on-pack, in-broadcast, in-stadium and through a social media campaign on Facebook and Instagram.

Results

We smashed all of our pre-tournament targets and most importantly, created a new Big Bash award that celebrates the game’s most exciting hitters and had fans riding every single six over the boundary rope.

  • 34,249 Total Entries on Facebook
  • 2,373,399 Reach
  • 118,175 Online Engagements
  • 698,050 Total Videos Views