Apollo Jackson becomes Tim Tam genie in campaign with Daily Mail Australia

Daily Mail Australia and Tim Tam have partnered to celebrate the return of the Genie and promote a Tim Tam competition.

The announcement:

Daily Mail Australia is enjoying a magical partnership with Arnott’s Tim Tam and Wavemaker to celebrate the return of the Tim Tam Genie and to promote the Golden Tim Tam competition, which rewards three customers each with three wishes worth $100k.

With a readership of 3.1m seriously addicted Australians, Daily Mail Australia was selected as Arnott’s digital media partner to ensure that the Tim Tam activation is an integral part of the daily news agenda throughout the three-month campaign period.

Daily Mail Australia produced a five-part series of captivating sponsored content articles, a strategic influencer campaign, video and high impact display.

The partnership was launched with a bang on May 2nd 2018 with a full site takeover as well as Arnott’s Tim Tam owning all social extensions and supporting editorial display. On the same day, Daily Mail Australia also published the first sponsored content article, announcing the appointment of Apollo Jackson – the popular contestant in The Bachelorette and The Bachelor in Paradise – as the new Tim Tam Genie.

Given Daily Mail Australia’s extensive coverage of both The Bachelorette and The Bachelor in Paradise, Apollo is a firm favourite and well-known to its readership. Playing on that synergy, Daily Mail Australia asked the Tim Tam Genie to respond to comments left by readers on the sponsored content articles, driving further engagement and interest.

This was the first time that a brand has set up a registered account on Daily Mail Australia and allows the brand and the character of the Tim Tam Genie to directly respond to readers’ comments.

Claire Kesby-Smith, Tim Tam Marketing Manager, said “Australian’s have loved the Tim Tam Genie for decades, made famous by Arnott’s television ads in the 90’s. We wanted to bring the genie back, but knew we needed to modernise his communication channels and ensure we were reaching not only a large audience of Australians, but also a younger demographic.”

Daily Mail Australia further amplified the sponsored content by publishing the post to its Facebook page, which boasts a following of 1.2m. Daily Mail Australia also partnered with 9 Instagram content creators – including of-the- moment celebrities, talented food bloggers and prominent lifestyle influencers – whose selection was based on their reach, audience and creative flair.

In conjunction with the first awareness phase of the competition, Daily Mail Australia engaged Apollo’s co-stars Sam Cochrane and Tara Pavlovic to provide the first two Instagram posts, highlighting the new Tim Tam Genie’s role and the opportunity to win one of three golden Tim Tam packets.

The further seven influencers will be posting their content at key times throughout the competition period to ensure momentum is maintained across social media. The second sponsored content article, which recaps the clues as to where the golden packets could be hidden was published on Friday 25th May.

Throughout the campaign, Daily Mail Australia will keep its audience engaged and excited with news-worthy announcements about the clues and winners; all supported by social reinforcement, creative updates, refreshed content destination, monthly homepage takeovers, CPCV video seeding and more.

Source: Daily Mail Australia


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