Mondel?z International, maker of Nabisco’s Oreo, Ritz and Trident brands, will be the title sponsor of the 2013 One Direction North American Tour, and will give fans a chance to experience an “exclusive look” with a full-scale campaign.
After a month-long, nationwide search, Kylie Keene of Portland, Maine was selected as the “1D VIP Tour Correspondent.” Starting in June on a new blog on 1DVIP.com, Keene will bring a “first look” at the tour through regular posts from the road, making stops in major cities with the Nabisco One Direction North American Tour including Miami (June 14), Philadelphia (June 25), Chicago (July 13), Dallas (July 22) and Los Angeles (August 9).
In addition to sharing a fan’s-eye view of sold-out shows through photos and content from the tour, Keene will give visitors to 1DVIP.com access to interviews with concert-goers along with exclusive giveaways via weekly updates.
“It is incredible to see snacks and pop culture collide to satisfy the tastes of the people and engaging a fan to work on behalf of our brands in this capacity is a first for us,” said Stephen Chriss, senior director, US Media and Consumer Engagement at Deerfield, Ill.-based Mondel?z. “We couldn’t be more excited about sponsoring this tour and to have a correspondent bringing content to the masses makes it even better.”
Additionally, for the first time for any Nabisco brand, fans will have the chance to access an augmented reality experience featuring the band on more than 21 million specially-marked packages of Oreo, Chips Ahoy!, Cheese Nips, Honey Maid Grahamfuls and Ritz Bitz. Each experience can be unlocked by downloading the 1D VIP app, pointing the mobile device at the package and scanning it to reveal a message from One Direction.