Chupa Chups Airheads has inked a strategic deal with Global Media to promote its sponsorship of the Jingle Bell Ball and drive awareness.
Perfetti Van Melle owned candy portfolio, Chupa Chups Airheads, has formed a content and influencer alliance with Global Media to promote its sponsorship of the Jingle Bell Ball and drive brand awareness. The tie-up was created and managed by Chorus, the specialist partnerships division at Maxus.
The overall effort also features a contest where Capital FM and Capital Xtra listeners stand to win a VIP experience with social influencers, Conor and Jack Maynard. The brothers, who have 10 million YouTube, Facebook, Twitter, and Instagram followers combined, will drive engagement via branded videos.
Meanwhile, the campaign is set to include an Instagram photo competition using an Airheads filter that debuts on 28 November. Additionally, targeted content will be hosted on We the Unicorns, while exclusive backstage footage from the ball published on Facebook Live with Chupa Chups Airheads branding.
“Our partnership with Global Media is a great way to drive engagement with the brand and our great-tasting candy. The campaign capitalises on the UK’s current craze for American candy, thanks to its intense flavour and innovative packaging,” said Roel Nouws, Managing Director at Perfetti Van Melle UK.
The Jingle Bell Ball takes place from 3-4 December 2016 at the O2 Arena.