Vinyl wristbands power experiential events
Specialist wristbands suppliers ID&C produced over 300,000 serialised wristbands to support an experiential marketing campaign promoting Ben 10: Omniverse, and driven by specialist agency Sponge Marketing.
The campaign, which saw hoards of young Ben 10 fans descend on nine different shopping centres throughout the UK and take part in building a giant character from the Cartoon Network series, used custom vinyl wristbands from ID&C, each printed with a unique access code which unlocked free content when entered on the Ben 10 website.
The giant sculpture - a focal point of the integrated campaign - was progressively built by Ben 10 fans using plastic building bricks (similar to Lego) and shipped around the shopping centre-venues in ascending stages of completion. Cumulating at Bluewater Shopping Centre in Kent, the huge, fan-built plastic model set a new Guinness World Record for the most contributors to a sculpture made of plastic interlocking bricks, with 18,556 Ben 10 fanatics taking part in the build.
Using state-of-the-art, in-house printing technology, ID&C were able to take a spreadsheet of unique variable data and transfer this directly to a series of custom vinyl wristbands.
"The fact that each wristband featured a unique number allowed the campaign to provide a personalised experience for everyone who took part." states ID&C's marketing manager Craig Bennett.