PEPERAMI x PDC DARTS Animal’s Arrows
Darts is loud, all-consuming and unashamed – just like Animal – making the PDC championship the perfect partner for Peperami.
The brief
Build on Peperami’s new sponsorship of the PDC championship. Maximise social channels to raise darts fans’ awareness of the collab, and ultimately gain more Peperami fans.
The insight
Darts is an interactive sport where the spectators are more involved than most. So how could we give the darts fans a meaty embrace that would wreak of Peperami?
The solution
Animal’s Arrows gave fans chance to get involved beyond Sky Sports. We gave them second screen darts coverage, with a juicy Peperami twist.
Our roving live social reporter helped us create exclusive behind-the-scenes content on social channels, Peperami TV and YouTube. The campaign also ran as OOH at Ally Pally, on the PDC website and in the programme.
And our competition immersed fans further.
Teasers, blow by blow accounts of the action, and bite-size banter . plus carefully orchestrated player interviews and shenanigans such as taking over players’ social accounts.
Aside from simply reporting, we helped build a community – giving fans chance to interact with players and other fans.
#WalkOnTheDartsSide competition
Every player has a signature walk-on song that plays out, while fans sing along.
We asked fans to post on social the name of their would-be walk on song. The most retweeted or shared entry would win a trip for two to Shanghai. Plus there were random giveaways – signed dartboards, VIP tickets, and the chance to walk-on and play Animal at the Ally Pally final.
The results
Increased Peperami’s social reach with new channels
Grew followers, with an increase of over 150% avg.
Made Peperami synonymous with the darts…
…and all in the Peperami darts army had a great time.
