Competitions and Scratchcards
United Biscuits Man of the Match
- Product
- McCoy's, McVitie's Jaffa Cakes and KP Nuts
- Promotion
- Man of the Match
- Promoter
- United Biscuits
- Promotion Period
- August to November 2007
United Biscuits were looking to attract a male audience through a male-focused sport such as Rugby, in an on-pack promotion working across 3 of their products - McCoy’s, McVitie’s Jaffa Cakes and KP Nuts.
Umbrella worked with UB and their creative agency to produce a ‘Man of The Match’ cash prize led campaign using SMS. The mechanics used in such SMS campaigns can become complex and this campaign was no exception. This is an area where Umbrella becomes instrumental, not only in advising on the construction of the mechanics but also in the management.
The result was a fun and highly involving promotion, with loads of cash prizes from £5 to £100,000 up for grabs. Consumers were invited to text the word ‘MAN’, plus the first 4 digits shown on their pack to UK: 80878 or ROI: 53341, charged at a standard rate. In return the consumer received a text featuring a team, a player, a reference number and a cash prize value. There were 20 teams in the Rugby World Cup with 19 player numbers in each. Consumers were then required to check the Daily Mirror between 08/09/07 and 21/10/07 or visit www.mirror.co.uk/manofthematch between 08/09/07 and 30/11/07 to see if their player was the Mirrors’ Man of the Match® to score the cash. Players could be MOTM in any game to win.
With a potential total prize fund of more than £230 million at stake for UB, Umbrella were able to remove the risk by providing a fixed fee at a fraction of that amount, covering all redemptions.
