Blackjack were approached by JJP to manage the production, staffing, logistics and day to day running of the roadshow to promote new film, Diary Of A Wimpy Kid - Dog Days. Our creative department designed a branded ice cream van which was taken on a tour around the UK.

The objective of the campaign was to build awareness of the new Diary Of A Wimpy Kid - Dog Days film amongst a tween audience.

At each city, our local brand ambassadors distributed ice cream and printed activity sheets to children and adults at key family attractions and business parks. The team also stopped at libraries where the activity was affiliated with the summer reading challenge, an initiative designed to encourage children's reading over the summer holidays.

The campaign was a great success. Distribution figures for the campaign were: 4000 ice cream pots, 6000 booklets, 1500 activity sheets and 1000 bookmarks.

Targeted locations, chosen due to high volumes of target demographic, meant interaction with the core target audience was high and therefore cut through was direct to consumer. Branding an easily recognisable vehicle, to the target audience, gives further strength to the campaign and means the target audience is naturally attracted to event taking place. Freebies and giveaways strengthen the campaign and leave branding in the hands of the target audience for longer.