UM have launched a major social media campaign through Facebook to help promote the three-year old Drambuie Pursuit and drive maximum registrations for the extreme sports event.
The Drambuie Pursuit is a high octane, extreme sports adventure race across the Scottish Highlands that takes place between 8th-10th May that re-enacts the historical journey of legendary Scottish figure, Bonnie Prince Charlie. Former England rugby captain Lawrenece Dallaglio has signed up to promote the three year old event acting as brand spokesperson and is challenging individuals to either join his team or form their own to take him on in the once-in-a-lifetime challenge.
The activity on Facebook utilises highly targeted video ads seeking out those in London and Scotland that have a spirit of adventure. Users will see Dallaglio challenge them to sign up via the drambuieden.com/pursuit website. Drambuie already has a presence on Facebook via the Drambuie Pursuit Group but this is the first time they have used the Rugby World Cup winning player to support the event.
This £200k campaign will also featured male-focussed environments of the national press and Google search activity all planned and booked by UM.
Will Birkin Senior Brand Manager at Drambuie said, “The gold dust of social media is consumer generated content and its ability to drive self promotion & word of mouth conversation. We think the Lawrence Dallaglio recruitment video will drive positive conversation around the Drambuie Pursuit event & the consequent team entry criteria - the creation of an audition video which they then have to PR themselves on Facebook – enables the creation of consumer generated content”.
Simon Reip added, “We are excited about this Facebook tie-up with one of the UK’s highest achieving sportsmen. UM fully understands the Social Media space through our industry-leading Wave research and our daily strategic and implementational work for clients means we have built up an excellent knowledge base in this increasingly important space which helped in the build up work for Drambuie. We are also confident we will deliver the client a positive ROI on this campaign through our unique Radian 6 partnership where we can track every online lead that we bring to Drambuie thus allowing the client to prove the effectiveness of and learn from this exciting campaign.”
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