Objectives To promote the Walkers ‘Do us a Flavour’ competition & drive

1. Promotion Case Study: Walkers ‘Do Us A Flavour’ on the Real & Century Network • Objectives • To promote the Walkers ‘Do us a Flavour’ competition & drive • traffic to enter the competition online • The Idea • An integrated media approach, using on-air, crew and online activity: • Crew activity & breakfast promotion on the following stations: • Century North East • Century North West • Real Radio Yorkshire • Real Radio Scotland • Online activity for the duration of the campaign • Timings • Pre-Promote: Wednesday 13th – 17th August 2008 • Competition: Monday 18th – Friday 22nd August 2008 • Promotion • Each morning the Real & Century ‘Flavour Army’ were at a location within the station’s TSA dressed up as crisp flavours. • The location was communicated on air by the Breakfast Presenters. • The Flavour Army had a password attached to their costume each day. • Listeners were asked to text the password to the station short codes for their chance to win some great prizes such as luxury weekend breaks, champagne balloon flights & bikes. • Every text received a bounce back with a link to the Walkers website. • Each day, in the Breakfast Show, one name per station was picked from the text entries & announced on air as the day’s winner. • Online • The activity was supported with online for the duration of the campaign. • A fully branded microsite which included information on Walkers, how to enter the competition and links through to the Walkers ‘Do us a Flavour’ competition • Testimonial • “Do us a Flavour has been fantastically successful so far with almost a million entries to date. This in part has been driven by our successful radio partnerships. We have had consistent over delivery in terms of air time. Plus the fun mechanics have really helped the DJs get excited about the promotions, which has translated in to high energy on air. Radio partnerships are something we will be keen to include in the next stage of our Do us a Flavour campaign in 09” – Ashley Mawhinney – Walkers Brand Manager for PepsiCo International