A focussed digital strategy gave us a presence on sites closely associated with the weather. This enabled us to communicate with people when they were most likely to be able to accurately predict where it would rain. All this was kicked off with a heavy weight burst of TV and an MSN video home-page takeover.We negotiated a never been seen before sponsorship of the Met Office’s rainfall radar, took up a tenancy on Weather.co.uk and used targeted placements across MSN and Yahoo weather channels to boost reach. To further increase our relevance we used HTML technology to dynamically update our banners with live weather feeds from the Met Office and on Facebook we targeted copy to locations where we expected high rainfall.Finally over 5m weather related online searches are made per month so we made sure we bid on weather terms to convert interest in the forecast into predictions.

A staggering 827,751 predictions were made, with 129,346 winners UK wide and £1.28m rewarded. The campaign delivered 454,920 registrations which was up 50% on previous, highly successful, Walkers promotions.

Digital advertising drove 300,574 clicks to Walkers.co.uk, accounted for a ¼ of total predictions made and converted 63,000 registrations. It was however our targeted weather placements that outperformed everything on the plan, delivering the most predictions at a very low cost per clickAlthough most importantly Walkers Core value sales were up 1.5% year on year, which for a £500m brand is not insignificant.