Digital: Baileys to back web portal prize initiative

Diageo is launching a £1.5m digital ad and email drive to promote its Baileys liqueur in key European territories.

The campaign, through Agency Republic, ties in with the 'Baileys Million Moments of Pleasure' initiative. The activity is awarding prizes ranging from ice-cube trays and truffles to gourmet coffee machines to the first 1m consumers who visit the liqueur brand's pan-European website over the next eight weeks.

The digital push will aim to encourage consumers in the UK, Spain, Germany, Italy and Russia to participate.

As well as a range of product information and lifestyle content, the Baileys website also features a real-time ticker allowing visitors to see how many prizes remain to be claimed.

Diageo plans to support the initiative with extensive in-store and on-trade activity targeting 25- to 35-year-old consumers.

Earlier this year Agency Republic was handed the digital marketing task for Pimm's, cementing its place on Diageo's global roster. The agency also works on the company's Smirnoff vodka and Tanqueray gin accounts worldwide.

Diageo is backing its brands with a £25m promotional spend in the run-up to Christmas, with £6m dedicated to Baileys as distribution of its Mint Chocolate and Creme Caramel variants is extended to the on-trade.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers