Nestlé
“Batman” 2008 Global Promotion
Following the success of “Spiderman” and celebrating the sponsorship of the movie “Batman, the Dark Knight” Nestlé selected Upstream for the creation and implementation of the Batman competition. The contest was inviting Nestlé’s young audience to participate and win big prizes with their favorite super-hero.
Objectives
Nestlé was looking to communicate its sponsorship and place the brands “Crunch Cereals” and “Lion Cereals” in teens’ minds as cool products that would enable them to feel closer to their beloved super-hero.
Moreover, the promotion was aiming to increase repetitive purchase and gain new customers.
The Campaign
The “Batman” campaign launched on different dates depending on the release of the film in each country, starting from June 2008 in Germany and having its last launch in Spain on August 2008.
The promotion ran in five countries: France, Spain, Portugal, Germany and Austria and involved two brands, “Crunch” and “Lion” cereals.
In order to participate in the competition, consumers had to send the codes found on Nestlé’s packages. They then were entered automatically into the competition and had the chance to win instantly more than 2500 prizes including: trips to Hollywood, mobile phones, DVDs and branded mobile content.
Results
The young audience showed great response to the competition. The ease of participation, the creative website and concept and the integral implementation resulted in multiple participations on a great scale, assuring Nestlé one more successful promotion.
Upstream has executed 5 large scale on pack marketing promotions for the Coca-Cola brand since 2004. Our experience of working with Upstream has been very positive 
Following the success of “Spiderman” and celebrating the sponsorship of the movie “Batman, the Dark Knight” Nestlé selected Upstream for the creation and implementation of the Batman competition. The contest was inviting Nestlé’s young audience to participate and win big prizes with their favorite super-hero.
Nestlé was looking to communicate its sponsorship and place the brands “Crunch Cereals” and “Lion Cereals” in teens’ minds as cool products that would enable them to feel closer to their beloved super-hero.
Moreover, the promotion was aiming to increase repetitive purchase and gain new customers.
The “Batman” campaign launched on different dates depending on the release of the film in each country, starting from June 2008 in Germany and having its last launch in Spain on August 2008.
The promotion ran in five countries: France, Spain, Portugal, Germany and Austria and involved two brands, “Crunch” and “Lion” cereals.
In order to participate in the competition, consumers had to send the codes found on Nestlé’s packages. They then were entered automatically into the competition and had the chance to win instantly more than 2500 prizes including: trips to Hollywood, mobile phones, DVDs and branded mobile content.
The young audience showed great response to the competition. The ease of participation, the creative website and concept and the integral implementation resulted in multiple participations on a great scale, assuring Nestlé one more successful promotion.