I2i creates experiential campaign for Paula
An
I2I Marketing product story
Edited by the Marketingweek Marketplace editorial team
May 12, 2009
Paula - the children's dessert brand by Dr Oetker - is to sponsor 'Legoland Live - My First Festival' as part of an integrated experiential campaign developed by I2i Marketing.
The agency will create an experiential 'Paula's World' near the main stage at the festival.
This will feature: children's games; activities; character appearances by Paula, the rapping cow; and sampling from a cow-shaped 'Paula-mobile'.
Paula's World will also act as the venue for the final of a national 'Farmyard Fame' children's song and dance competition, organised by Brando.
Prior to the festival, I2i Marketing has developed a five-week nationwide supermarket roadshow and 'Kids Go Free to Legoland Windsor' on-pack promotion.
The agency will also be managing two live regional semi-finals of the Farmyard Fame competition at Cabot Circus, Bristol, and the Metro Centre in Gateshead.
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