VK has launched a 27-date NUS Late Night Tour.
The #WEARETHEBEAT Freshers campaign plan is led by events with NUS and key accounts, ensuring brand awareness and engagement during this key party period, as well as driving impressions and sales across channels. Alongside a 27-date NUS Late Night Tour, students will find daytime pop-up events at top VK campuses challenging students to ‘Guess the Beat’ to win VK merch. A further 28 NUS sites will be supported with VK POS kits.
The team is also working with Unihomes to deliver 2,000 VK Essentials Freshers Packages to 2nd and 3rd years in their student houses; plus an influencer pre’s party at Cardiff Student Union! This is in addition to outreach to 152,000 Freshers via the DIG IN sampling box, driving new students to purchase.
To tie this campaign together, a YouTube and Audio campaign for 18-24s is running across five key cities; Glasgow, Nottingham, Leeds, Sheffield and Birmingham, reaching a further 2.4 million impressions.
Brand manager at VK Daniella Mulvey said: “Aligning ourselves with students is a continual focus across the brand, and the easy-drinking, iconic fruity flavours lend themselves to being the go-to party drinks, so it’s no surprise that VK remains the number one trad RTD for students!”
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