wkd - ‘win nothing’ social campaign

Building on the brand's strapline, "Have you got a WKD side?" we created a 12-week Facebook campaign called "Win Nothing” which follows the story of Wayne a fictional WKD employee who has run off with the company's promotional prize fund.

Each week, Wayne will post a video diary to the WKD Facebook page, where he will taunt his old WKD bosses as he lives the high life at their expense. The diaries will be complemented by corresponding in-bar drinks promotions and activity. From fake CCTV footage, to videos of Wayne trying to spend the WKD cash on a supercar, the online activity will let consumers see the antics of Wayne, as he tries to "stick it to the man" to "live the dream".

Facebook followers are encouraged to visit bars for the chance to earn rewards. These range from Wayne disguise kits and WKD merchandise, to travel vouchers to help track Wayne down in Europe. At the end of the campaign, Wayne will give himself up and one lucky winner will claim a £1,000 reward for spotting the real-life Wayne in selected bars.