- New Packaging. For the first time for any Nabisco brand, people 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!
- Mobile - 1D VIP App. Fans can download the free 1D VIP app at either the Apple or Google Play stores, snap a photo of their favorite snack package with a mobile device and unlock an exclusive experience featuring One Direction. Once the experience is opened, fans can continually check back for new content, such as voicemails from One Direction and a cyber-photo booth where fans can create images of themselves with the Band.
- Fan Sweepstakes. One Direction fans can enter for a chance to win VIP concert tickets and private access to one of three concerts through 1DVIP.com or specially-marked packages of OREO, CHIPS AHOY!, RITZ, CHEESE NIPS and HONEY MAID. Check it out before entries close on July 7.
- Showtime. For those lucky enough to have already scored a seat at one of the 35 tour stops, Nabisco will roll out the red carpet with in-venue exit sampling, never-before-seen videos shown during the concert and exclusive photo booth opportunities for attendees.
- 1DVIP.com. Along with the latest from the 1D VIP Tour Correspondent, the newly-launched website, 1DVIP.com, is the place to find summer-friendly recipes using Nabisco's beloved snack brands, tour news and video interviews featuring the band.
- Media. With partnerships that engage fans where they are already socially active, the makers of OREO, RITZ and TRIDENT are sure to reach fans frequently in the digital and mobile space.
- In-Store. More than 40 retailers nationwide will feature One Direction-inspired custom in-store displays; 21 million promotional packaging will be on shelves across the country; more than 48 million will be reached via FSIs; 20 thousand stores featuring shopper marketing activation along with in-store media activations; more than 15 thousand stores will include 1D floor graphics and shopping card advertising.
The Makers Of OREO, RITZ & TRIDENT Kick Off Their Multi-Brand Sponsorship Of The 2013 One Direction North American Tour
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