Introducing 1D VIP: A program giving fans more of what they want: 1D. Through special packaging, augmented reality tied to our mobile app, and content delivered in original ways, Nabisco brought fans a concert experience in-store. On tour, the concert was specialized for Nabisco app users. Online, our microsite and hashtag gathered it all.

Grand prizewinners received tickets, airfare and accommodations to truly feel like a 1D VIP. At concerts, fans interacted with iconic phone booths, via app-scannable symbols, unlocking content. Select markets included text-to-win upgrades and red carpet step-and-repeat with life-size band cutouts for sharable photo opportunities.

The brand became the friend that gave you a backstage pass to your favorite show. The sponsorship of One Direction’s tour contributed to the increase in revenue by 6.7% while also increasing Nabisco’s digital presence across multiple channels. Earned media on social and traditional platforms exceeded 108 million impressions, and lifted ad awareness by 4.1%, surpassing our total campaign goals by over 3%. 153,521 people downloaded the 1DVIP app, with 1,419,459 sweeps registrations. The campaign garnered a 17% increase in purchase intent.