News
Orange takes the bull by the horn to launch latest Glastonbury competition
29.05.2007Orange is launching a nationwide competition this week to win tickets to the Glastonbury Festival. The competition called ‘One bull, one field, 40 tickets to Glastonbury’ will associate the brand further with the festival.
Orange has sponsored Glastonbury since 1999 as the official mobile phone sponsor. Orange hosts a huge tent at the event where Glastonbury goers can recharge their mobile phones, upload pictures and use the internet. This year sees the return of the festival after a year off, so it is anticipated to be the biggest ever, taking place on the 22nd – 24th June in Somerset.
The online 'spot the bull' competition at www.spotthebull.co.uk is live for four weeks starting this week, with a daily giveaway of two tickets to Glastonbury. It features a real bull called Derek wandering around one of the fields that will be used at the Glastonbury festival this summer. The field on the website is overlaid with gridlines, and entrants are invited to place a mark in the grid square that they think Derek will be in at lunchtime. Everyday at noon, players who choose the zone the bull is in get entered into a prize draw. The winners will then be selected at random. The ticket giveaway will take place during Monday to Friday over the next four weeks.
The only promotion Orange are using to support the campaign will be out of home media with a difference. A huge sculpted replica of Derek the bull will be standing on the top of a large flat bed truck, which will have astro turf on it and banners on all sides with the web address of the online competition (photo to follow on Tuesday 22nd). An audio recording of a farmer's voice will explain the competition and an SMS box will transmit messages to nearby mobile phones. Derek will also be accompanied by promotional staff distributing leaflets.
Derek will be starting his journey in London this week for two days. He will then spend next week going around visiting key cities in the UK including Bristol, Cardiff, Birmingham, Liverpool, Manchester, Sheffield and Leeds. His focus will be on city centres, universities and student areas, targeting Glastonbury goers. It's very possible that he will then be put out to graze at Glastonbury.
This Outdoor campaign was negotiated and planned by Katherine Charalambous, Account Manager at Initiative, and Rebecca Fisher Account Director at IPM.
