Weetabix UK Uses “Pay-by-Picture” to Distribute Free Samples of Breakfast Snack

Weetabix 'Pay by Picture'

In recent years brands have been experimenting with ways to connect TV content with mobile devices, including apps such as Shazam that deliver coupons based on matching audio ‘fingerprints’, or any number of desperate attempts to have viewers jump up off the couch to capture QR codes on their screen.

Weetabix has removed the app from the equation and is offering a free sample of their “On The Go” breakfast biscuits for anyone who captures a picture of a TV ad with their smartphone or tablet. The #TAKETHEBISCUIT ad, which appeared during a commercial break of ITV soap Emmerdale process is dubbed “Pay-by-Picture”, requires the viewer to bring their picture into a participating Boots store to receive their free sample.

“It is undoubtedly a brave move to replace financial currency with social currency, but we’re hoping that the 55% of people that currently use their smartphone whilst watching TV will take part in the unique retail initiative, try our new breakfast biscuit and become long-term customers,” said Weetabix brand manager Ben Cooper.

[via The Grocer]


Start the Day with Weetabix and a Teddy Bear Dubstep Party

Weetabix Chocolate Spoonsize 'Dancer' TV adHaving a bowl of Weetabix for breakfast may not be the most exciting experience in the world, unless of course your bedroom comes complete with a dance crew of fuzzy teddy bears.

The Weetabix Chocolate Spoonsize ‘Dancer’ ad, directed by The Daniels (Daniel Kwan & Daniel Scheinert) for Bartle Bogle Hegarty London debuted during X-Factor on September 12, and has become an instant web hit. The ad (embedded above) features 9 year-old dancer Arizona Snow, chowing down some chocolate Weetabix before ‘popping’ and ‘locking’ around her bedroom with the aforementioned teddy bears much to the amazement of her friends.

The Weetabix YouTube channel features other videos from the shoot including a series of Learn the Dance clips that show viewers how to recreate Arizona’s awesome dance moves. The ‘Making of…‘ video is amazing, showing the behind-the-scenes work by the creative team, puppeteers, choreographer and dancers that went into creating a realistic illusion of breakdancing bears.

And if you’re wondering what the track is, it’s ‘A New World’ by Estonian producer Mord Fustang.