Building on the success of the ‘Disguise your Cravendale’ campaign last year, January 2012 sees Outside Line launch our latest innovation for Cravendale, ‘The Muppets Makeover’. The campaign centres around a social media giveaway of hundreds of thousands of unique and limited edition Muppet-themed stickers. Created specifically to be applied to empty two-litre Cravendale milk bottles, fans are encouraged to try and collect the entire set of stickers, initially featuring Kermit the frog, to create their own milk bottle Muppet puppets. Anyone interested in taking part in the Big Sticker Giveaway can register for the limited edition stickers to be snail-mailed to them via a dedicated Muppets page on the brand’s website, TheMilkMatters. Traffic is driven to these sites via PPC, influencer outreach, Facebook and Twitter advertising campaigns. Cravendale’s Facebook and Twitter channels engage with fans through additional campaign activities including a photo competition, spot polls and giveaways of printable sets of additional Muppets characters. Facebook is being used as the campaign’s primary platform because it provides access to nostalgic parents who want to share Muppet memories with their children. The Big Sticker Giveaway invites sticker-users to submit photos of themselves and their Muppet puppet milk bottles into a competition to win an all-expenses paid trip to Disneyland. Outside Line is giving the photo competition on Facebook an added element of engagement with an interactive tab featuring Muppet cameos who move across the screen and interact with submitted photos.