Campaign:
McCoys - Win Rugby Road Trips around New Zealand
Running on:
Promotional pack of McCoy's 50g, 100g or 6x32g multipacks - United
Biscuits (UK) Ltd
What's the big idea:
Coinciding with the inevitable frenzy and interest in the New
Zealand-based rugby world cup this Autumn, the McCoys team
cunningly make maximum capital out of key elements of this event,
without (I'm pretty sure) being the official crisps of the Rugby
World Cup. As well as the chance to win a 'rugby road trip around
New Zealand' there is a rugby-related man test on Facebook and a
discount with sporting goods retailer Sports Direct. Not only that
but they've taken a leaf out of Walkers' book and released a couple
of pun-tasticly well-named limited edition flavours - Pickled
Scrumion and Ruck of Ribs
How:
There are 2 ways to enter. Buy a pack of crisps and find one of
the four official winning inserts. OR visit the McCoys website,
follow the links and take the 'Man Test' to automatically gain
entry into the prize draw. The questions are along the lines of how
do you handle your bird and still manage to watch the rugby match,
go on tour to New Zealand, what do you cook her for dinner so you
can watch the game etc. I scored 90% by choosing the most
misogynistic, selfish and irresponsible answers possible. For
instance for our evening meal I would supposedly serve up a packet
of Ruck of Ribs crisps. Yeah, right!
What's on offer:
5 x Rugby Road Trips for you and 3 mates
This fantastic prize includes:
- Return economy-class flights for 4 to Auckland (includes
transfer from Dublin where applicable)
- Domestic flights for 4 from Queenstown to Auckland on the last
day
- 15-day six-berth campervan hire. Pick up at Auckland and drop
off in Queenstown. Includes Kitchen equipment, linen and
bedding kit.
- Tours of the following rugby stadia: Eden Park and Westpac
- Trips and excursions to the total value of £600 (or NZ$
equivalent at the time) which could include: a rugby game,
adrenaline sports activities, sightseeing tours, subject to
availability and the timing of the trip.
- £1,800 total spending money
1 online winner and 4 in-pack.
10% off Sportsdirect.com
This is an everyone's a winner offer. Visit the website, follow
the Rugby Trip link and click on the Sportsdirect.com offer. Enter
your batch code and time code from your pack to receive an online
discount code or store voucher.
Website:
www.mccoys.co.uk
When:
Online Entry: Live until 30th November 2011.
In-pack: Live from 15th August to 31st January 2012.
Any good?
McCoys is steadily establishing a clearly defined, lad-focussed
brand proposition with an eye-catching, impressively engaging
website. This promotion is well executed with plenty of layers of
interest and an everyone's a winner offer too.
On the minus side, we know it's meant to be humourous, ironic
and maybe even knowingly mocking 'the lads' that really are
self-centred chauvinists, but there's a very real possibility that
some might actually take it all at face value. In the same week
that Nuts
magazine "relaunches" exactly like it was before, you have to
wonder why are brands trying to perpetuate the much-maligned lad
culture of the 1990s?
Promotion: Good, Gender politics: Bad