Global Brands has today launched a campaign for its Crooked Beverage Co range of alcoholic sodas, linking outdoor advertising with social media.
Running for three weeks, the brand is being targeted at people aged 20 to 30 through a “guerrilla” postering campaign under the banner of #CrookedReality.
Global Brands is placing 135 large-format posters in vibrant areas in Sheffield, Manchester, Leeds and Brighton – cities renowned for consumers visiting to seek out unique and new experiences.
They include the Northern Quarter in Manchester and Division Street in Sheffield. These areas have also been identified as key for passing trade located nearby.
Crooked will also be tapping into the re-emerging trend of collecting brand stickers by giving 50,000 Crooked stickers to trade outlets to familiarise consumers with the Crooked brand.
The campaign is estimated to reach over one million people through the four-sheet posters that encourage consumers to join the #CrookedReality community online.
Consumers will see geo-located ads when searching the campaign via the social media hashtag, #CrookedReality.
Through this portal consumers will be able to claim Crooked merchandise and off-trade discount vouchers to trial the product. Social support of the campaign is estimated to reach a further 500,000 people.
Charlie Leaver, Crooked’s brand manager, said: “Our national campaign kicks off with a unique marketing approach that takes our message directly to the streets where we can interact with existing and potential customers.
“It’s a great complement to our integrated marketing strategy and peaks interest in an otherwise difficult to target audience. This target market seek out experiences that take them away for the norm of everyday life. Inviting these individuals to join us in the world of Crooked creates a real interest and emotive interaction with our brand.”
The sparkling, alcoholic malted sodas are made with natural fruit flavours and fruit juice with a lightly hopped finish. The three variants are Dayglo Skies with sweet but tart raspberries with a citrusy hit, Midnight Stage with the bold taste of blood orange mixed with zingy passion fruit, and Mother Moon featuring soft and sweet ripe peach gently combined with delicately perfumed pomegranate.