To promote Buderim Ginger’s ginger beer range, QMS launched an outdoor media campaign utilising an integrated social media feed to display the Gold Coast’s ‘Hottest Gingers’.
To celebrate the range, Buderim Ginger partnered with local radio station Hot Tomato 102.9 FM and MyGC.com.au to run a cross platform social media competition to find the city’s ‘hottest’ red head.
Integrated Social Media Feed
Daily entries were broadcast via a social media feed across QMS’ digital Gold Coast Street Furniture network as well as on selected digital billboards throughout the city.
From strawberry blondes to natural redheads, and to those who had some help from the hairdresser, QMS gave local Gold Coast Ginger’s a chance to flaunt their manes on a large scale as they went in the draw to win a trip to Noosa.
Digital Street Furniture
Digital Street Furniture Network
Steve Bovey General Manager of Operations at QMS commented on the dynamic nature of the campaign saying “By incorporating an integrated feed into the outdoor component of the campaign Buderim Ginger were able to be reactive to the social media competition entries they received as they immediately displayed the Gold Coast’s Hottest Ginger’s across the digital network.”
“It was a highly engaging campaign that launched the range in a fun and exciting way whilst giving the local audience their 5 minutes of fame.”
Mark Henderson, Chief Marketing Officer of The Buderim Group commented on the way in which QMS’ digital assets amplified the success of the campaign saying “We were delighted to partner with a company that would strengthen our campaign through effective execution and strategic digital site placement.”
“Digital screens very much have the ability to make or break the cut through of any brand creative. Our Gold Coast Buderim Ginger campaign creative, that was broadcast across QMS’ network, is extremely striking, on brand and completely engages anyone who glances in it’s general direction.”
Impact & Engagement
The feedback we've received from brand advocates around the Gold Coast, has truly cemented Buderim Ginger's loyalty to working with QMS on future campaigns.
Mark Henderson, Chief Marketing Officer of The Buderim Group
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