VK has partnered with Butlin’s Big Weekenders on a nationwide promotion and experiential campaign set to roll out this autumn.

The drinks brand is kicking things off at Butlin’s Back to the 2000s Big Weekender in Skegness on 26 September, where guests can enter a giant VK-branded karaoke pod to belt out their favourite bangers. The activation will tour three more UK locations – Lincoln, Manchester and Cardiff – throughout October.

Anyone who braves the mic will be entered into a prize draw to win a Butlin’s Big Weekender break. Every performance will be captured on camera for fans to share on social channels. 

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The campaign is supported by a nationwide on-pack promotion running until the middle of December. This offers five winners the chance to enjoy 48 hours of non-stop partying at a Butlin’s Big Weekender with three friends. Each prize also includes a hamper of VK goodies worth over £200 to set the tone for the weekend.

Holly Bolus, senior brand manager for VK, described the partnership as a natural fit. “VK has been the original party starter since 1997, so teaming up with Butlin’s Big Weekenders is the perfect way to take our energy on tour,” she said, “We can’t wait to see VK fans pick up the mic and show us their best party performances.”

“We know a thing or two about creating unforgettable weekends,” said Alex Meyer, head of product and proposition at Butlin’s, “and this promotion is a great way for us to combine our love of live entertainment with VK’s party spirit. Guests are in for a real treat.”