Case Study: Nature Valley achieves 5.1 million samples delivered with i2i Marketing Brand Theatre

Nature Valley - Customer Case Study

i2i Marketing worked with Nature Valley, the Official Cereal Bar provider for the London 2012 Games, which secured its sponsorship relatively late and needed to quickly turn it into a major consumer campaign. The challenge was to deliver five million samples nationally during the Olympic window while balancing targeted, relevant activity with mass sampling. The service used was Brand Theatre.

i2i Marketing created a three-part distribution plan over three months: sampling on the Olympic Torch Relay route, at railway stations, and through regional hit squads. Nature Valley also featured the only Tier 3 sponsor experiential setup at Torch Route Celebration Sites, a “Hay Bale Hurdle” Barn where people could race in a brand-themed experience. The campaign delivered 5.1 million samples, 2% above target, reached 20 million opportunities to see, generated 1.2 million MOC, and ran across 166 live days.

Nature Valley