WKD SoundClash will centre around four party nights supported by hundreds of local “pop up” events in pubs and bars throughout the UK throughout September, October and November.
Fans of the brand will be able to choose the music and, in addition, two high profile DJs will battle it out in the “Clash of the DJs” live on stage, using the music chosen by the crowd.
“From September to November, WKD’s 275,000 Facebook fans will have free rein to choose any music at all that they want featured at the epic club events; WKD will provide high-profile DJs, but the playlists of weird and wonderful requests and ultimate party tunes will be chosen by the WKD faithful,” said Debs Carter, marketing director at WKD owner SHS Drinks.
“This coming together of conflicting ideas and music brings SoundClash to life as only WKD and Spotify can,” she added.
The events will be promoted with outdoor posters and press ads as well as on social media sites and the Spotify website.
Venues wanting to get involved in the pop-up events will be supported with a package that includes:
- A scratchard promotion offering consumers the opportunity to win three-month Spotify premium subscriptions worth £29.97.
- A range of special SoundClash-themed cocktail recipes which will give groups of music-lovers a fun way to enjoy WKD with complementing spirits and soft drink mixers.
- POS kits – comprising banners, table-talkers and posters.
- Graphics and DVD footage from the first headline event.
“Music and good times go hand-in-hand so it’s great to be bringing our association with Spotify to life and delivering some truly memorable and unique music-based events,” said Carter.
“WKD consumers are going to love the opportunity to play a part in shaping these innovative, crowd-sourced nights out.”
WKD is pushing the bank holiday this coming weekend with its “Pay Day” campaign, which offers extra funds to consumers struggling at the end of the month and the summer. Specially themed cocktails also form part of the initiative, including the WKD Cheeky Day off (WKD Blue, port and lemonade) and the WKD Lie In (WKD Purple, vodka and lemonade).
Earlier this year SHS Drinks added two new flavours to the brand, Orange and Green, to tap into the most popular flavours in the alcopop sector – orange and apple.