Official cider of Rugby League, Kingstone Press, has lived up to its name of Experiential Brand of the Year, by delighting rugby league supporters with a once-in-a-lifetime photo opportunity at the Four Nations. At each England game, fans were invited to sit in front of a branded photo board and be part of the England team photo. Rewarding people with a unique souvenir, the activity was designed to strengthen the consumer relationship with Kingstone Press and further link the cider to the sport.
It is for activities like this why Kingstone Press was recently named Experiential Brand of the Year at a prestigious national marketing awards. The Field Marketing and Brand Experience (FMBE) Awards celebrates the most engaging and interactive marketing campaigns from across the country and Kingstone Press came top in a strong category.
Entered by the cider brand’s experiential marketing agency, Banana Kick, Kingstone Press was recognised for its innovative consumer-engagement activities that leverage its partnerships with both Tough Mudder and Rugby League. The activities were created by Banana Kick to build a positive brand experience and increase awareness of the authentic, refreshing cider for people at the 2016 events.
To drive trial, those who completed Tough Mudder this year were rewarded with a refreshing bottle of Kingstone Press as part of the brand’s partnership deal. Race finishers were also invited to have their photo taken in front of a branded board to mark their achievement. As part of Kingstone Press’s Rugby League sponsorship, fun initiatives, like the Kingstone Press juicing bike, were taken to large-scale fan events over the summer. Special promotions were also introduced with unique prizes, including the opportunity to train with the England Rugby League team, and branded giveaway items, including ‘try cards’, ‘try glasses’ and photo boards.
Justin Way, marketing controller at Aston Manor Cider, the producer of Kingstone Press, said: “We are thrilled with how well our innovative experiential activities have been received by consumers and the marketing industry experts who awarded us. As part of our activities, we wanted to offer memorable experiences to people so that they have a positive association with Kingstone Press. This included giving supporters the unique opportunity to meet and greet with their Rugby League heroes. In Kingstone Press, we have a brand that people can relate to – it’s genuine, tastes great and has strong regional provenance. The more people we reach through activities like these, the more drinkers are discovering the award-winning brand.”
Banana Kick Head of Sponsorship Rob Singleton said: “We have been delighted with the results of our experiential activity across a range of events, and are thrilled to have played our role in helping Kingstone Press win an award.” Earlier this year, Kingstone Press was announced as the principal partner of England Rugby League in a two-year deal which takes in the current Four Nations tournament and World Cup 2017. Over 120,000 competitors took part in Tough Mudder this year and were given a bottle of Kingstone Press on the finish line. The current partnership deal continues until the end of next year, giving the cider more opportunities to engage with competitors.
Kingstone Press is an authentic cider, made with a blend of bittersweet apples grown in Herefordshire and Worcestershire. It’s available in can and glass bottle in three variants; Classic Apple, Pear and Wild Berry.
