Ferrara confectionery brand Nerds has collaborated with Global-owned radio station Capital and the Dentsu media agency Carat UK to promote its new gummy clusters.
The campaign launched at Capital’s Summertime Ball with Barclaycard. Nerd’s crafted a “multi-sensory candy-coated experience” on Olympic Way, sometimes known as Wembley Way. The activation featured a giant ball pit inspired the candy and photo opportunities with a giant Gummy Monster. It also had a glam station offering pink and blue hair braiding as well as a Nitrogen Ice Cream Station.
Capital presenter Jimmy Hill engaged US country artist Dasha to a UK vs UK challenge for the brand’s Instagram.
“This is an iconic partnership celebrating the evolution of the Nerds brand as we bring the confectionery brand to the UK,” says Alicia Afza, marketing manager at Nerds.
“Capital’s Summertime Ball with Barclaycard is a staple for music fans of all ages from across the UK and we’re so excited that Nerds will continue to be a part of their summer experience.”
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Promotions will run on the radio station throughout the summer and listeners will be able to participate in giveaways to win multiple prizes, including gig tickets and Beats headphones.
Nerds has also launched a competition in supermarkets across the UK, offering customers the chance to win tickets to Capital Dance Live in Ibiza, a European city break, a trip to New York.
Mickelle Roberts, director of branded entertainment at Global said: “We love working with advertising partners to help bring them into our world of entertainment and create unforgettable experiences.
“The team at Nerds and Carat have allowed us to have so much fun with this campaign and Capital’s Summertime Ball with Barclaycard provided the perfect stage to showcase their vibrant, playful personality. I can’t wait to see the rest of the activity come to life over the next few months on Capital.”
