Kraft brings in Closer for Mikado experiential brief

Kraft has called upon experiential agency Closer to devise an "innovative and outrageous" campaign for Mikado, its ultra-thin chocolate biscuit brand.

Kraft brings in Closer for Mikado experiential brief
Kraft brings in Closer for Mikado experiential brief
Closer will build on last summer’s ‘more than a little bit tempting’ campaign, which encouraged consumers to give in to temptation. 

"While last year’s campaign tempted consumers to engage with a massive Mikado box which responded with a range of different surprises, we are going even further this year," explained Mikado senior brand manager Trevor Smith.

Two Mikado teams will tour more than 40 UK cities with three pieces of sound-activated brand theatre, each involving a different stand, theme and characters.  

The ‘keep off the grass’ scenario will feature a patch of Astroturf with a pack of Mikado in the centre and a park keeper trying to prevent people from reaching the snack.

The ‘do not eat the art’ set will feature a mini-art-gallery with a Mikado pack with jaws that try to ‘bite’ anyone who tries to grab Mikado.

There will be daily prizes, as well as prizes for consumers who visit the stands and say ‘special passwords’ which will be given out daily through Facebook and Twitter.
Consumers who interact with the experience will be filmed and a selection of videos will be uploaded onto the Win with Mikado Facebook application where fans can further engage by tagging themselves in the videos.  

At the end of the tour, the ten best brand interactions will be put up to a public vote with the best winning a holiday for four to New York.
"Mikado is a fantastic brand which has built a unique reputation and loyal following in a very short time – and it’s great to be involved in its second major tour," said Closer account director Jo Sasso.

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