Grolsch is set to embark on a three-month roadshow at the end of July inviting people in Brighton, London and Bristol to take part in a ‘Swingtop Challenge’ to win prizes in the brand’s biggest campaign this year.

On tour will be a 2.1sqm interactive game cube in which players have to open as many virtual bottles of Grolsch as they can in a minute to be in with a chance of winning. Prizes include a trip to Amsterdam for two and Beats by Dre Headphones.

The campaign was created by the newly created experiential division of marketing agency Life, Life Experience, and social media activity will include issuing branded wristbands to players at each event which will link up to their personal Facebook account and share their scores on the site. The tour will begin after a launch event in Brighton on 31 July.

Sophie Erskine, brand manager at Grolsch, said: “We’re putting consumers to the test with a fun and interactive game, and the challenge to perfect three of the most famous Swingtop opening techniques: The Swingtop Chop, The Slice and The Booty Pop.”

Life managing director David Poole added: “We have seen a significant increase in dedicated experiential briefs from clients, so commercially it made sense to formalise our experiential offer with the launch of a new division, Life Experience.

“We are talking to all of our clients about new experiential briefs and Grolsch is the first of several major pieces of work in development under the Life Experience banner.”

The campaign will be supported on on-trade activity to engage bar owners stocking the brand.

Brewdog’s co-founder, James Watt, has responded to the ASA after it was warned that language on its website could cause ‘serious offence’.

One complaint was made about words such as ‘mother f*cker’, ‘tits’ and ‘bastards’ being used in a statement on the beer website.

In response, Watt said: “We actually just took down the statement on our website to make room for the equity for punks stuff. Soon, we will be putting the statement back on our website.

“We believe in freedom of speech and artistic expression. We don’t believe in mindless censorship.

“As for the ASA – those mother fuckers don’t have any jurisdiction over us anyway.”

Kellogg’s is preparing to extend programmatic buying to video advertising in the UK as it continues its data-driven, precision-marketing strategy.

The FMCG giant is also on the cusp of rolling out its first real-time bidding (RTB) activity for display ads in Germany, Austria and Switzerland following the success of its UK and France-based RTB campaigns.

Kellogg’s digital director for Europe Matt Pritchard told The Drum it has “reduced wastage” and improved cost-per-engagement across various brand campaigns during the last 15 months of RTB activity, as a result of being able to deliver the right ad to the right target audience and the right time, which RTB enables.

However, he also stressed there is a need for "more transparency" and clarity around the overall programmatic trading model.

"How much you bid on the basis of how much you charge to agencies – that is an issue,” he said.

He also said there is not enough clarity regarding data ownership that he wishes to see resolved. “Is my first-party data used by anyone else [within an agency group trading desk] – I don’t know. I don’t think so but I can’t swear to it. If you look at the terms and conditions of some of the deals it’s not crystal clear who owns that data and who can leverage it going forward,” he said.

In the US Kellogg’s has been reported to have been ring-fencing its data, having opted to work with an independent third party provider Right Media to avoid some of these issues around transparency.

Pritchard said there are no current plans to take similar action in the UK but that he is monitoring his American colleagues’ progress in this space.

Kellogg's will continue to test and refine its RTB activity to ensure it is used appropriately and relevantly, as in some cases traditional media buys have proved more effective for certain campaigns, according to Pritchard.

"That is probably a reflection of how young RTB is. As the [RTB] industry and tools evolve we will review and evolve how we use it, but RTB is here to stay and will become an increasing part of the overall digital display buy and mix. We will be increasing investment in programmatic trading,” he said.

Pritchard said extending its programmatic trading to video is the “next logical step” for the brand, and an area it will look to push into in the next six months.

“We have seen great results in video in the last year and it is now a key part of all our plans and a very effective way to increase reach. We are looking and watching our US colleagues to see what they do in that space. I think video programmatic buying for video will be a key area for us to go into in the next phase of testing in the next 6 months.

“We have seen video-on-demand really punch above its weight and become a key element to all of our brand plans across all our Europe markets. The question then becomes can you buy it in a different, more effective way?,” he said.

Kellogg’s will focus on creating bespoke video content rather than repurposing TV assets to ensure the content is more relevant to the channel before applying the RTB model to it, according to Pritchard.

“Everything we do is about further optimisation and enhancement – there is no negative – it’s just about building on everything and making it even better,” he added.

Last month Monedelz's VP of media and consumer engagement Bonin Bough told The Drum programmatic buying would become the dominant method of purchase across all channels in future, including TV.

British heritage brand Mulberry has unveiled a new website, reflecting its transition from a UK success story into a global brand.

Created by Poke London, the fully responsive, multi-platform site links retail functionality with that of a luxury shopping experience. Built on the hybris platform the site aims to combine everything you’d expect from a best in class e-commerce site, with a healthy dose of Mulberry’s likeable British personality and dedication to quality and service.

“After an extensive selection process, Mulberry chose to work with Poke London on the re-launch of mulberry.com…Together, Mulberry and Poke have created a seamless e-commerce proposition, optimised for tablet, mobile and desktop, that has the customer experience at its core and showcases the Mulberry brand at its digital best,” commented Charlotte O’Sullivan, head of online at Mulberry.

The website is inspired by the brands London flagship store, which offers customers and immersive and innovate space with great service from browsing all the way through to buying and after-sales. The new site utilises Mulberry’s intimate knowledge of the craft and design process behind each item, informing the customer as they browse.

Key design elements of the brand were reinterpreted digitally, and when the customer is ready to purchase a stripped back checkout experience offers shoppers a clearly labelled and distraction free service. A wide range of scenarios were also reviewed and considered in the creation of the site to refine the user journey across multiple platforms.

Poke co-founder Nicolas Roope, added: “Brands such as Amazon taught us all a long time ago that optimised buying processes give a distinct competitive advantage. The same is true of luxury. It’s the seamlessness of the experience, from inspiring and browsing, through to buying and receiving that separates a site like this from its competitors.”

This year’s Social Buzz Awards event has grown, with new categories including best use of Pinterest and Google+, so The Drum asked sponsor iomart’s Worms his views on the biggest changes in social and the importance of social engagement.

How can brands build loyalty via social communities?

Building brand loyalty via social communities is a bit like having a small child. You need to educate them, make them feel part of the family, encourage them to share and occasionally reward them. But you also have to listen to their views and learn from them. Social is two-way not one way so once you’ve started the conversation you need to respond to it, good or bad. Give your community the information they want in the form they want it and give them a reason to do the thing you want them to do, like visiting your shop or website.

How can brands use social engagement to create the same level of impact or brand awareness as traditional advertising?

Despite the existence of a vast social community, social media is all about the individual. You want that individual to buy into your brand both mentally and physically, so you need your brand to have a personality. Decide what form of social best suits your audience and deliver the content that best suits that medium. You still need to make sure your social engagement is rooted to specific offline brand objectives – are you looking to shock people into action, do you just want to drive overall brand awareness or is it actual sales that you want?

What has been the biggest change in social media so far this year?

It’s hard to pin down one thing because social media is constantly evolving but from a business point of view video content is becoming the most direct way of connecting with your audience. Potential customers are much more likely to view video rich content on their phones and tablets than spend time read corporate literature or website text. And it’s working the other way too. With Twitter and Instagram introducing video, customers can be encouraged to post their experiences opening up a whole new area for brand advocates.

How valuable is the data being discovered by social to brands?

Data has been around forever but what’s new is the amount of it that we are creating every minute and how much of it is rooted in mobile. Data is valuable to any business but particularly for those consumer brands that need to monetise it and track customer behaviour. The other important aspect is how to protect it. It is essential to ensure that the data collected about individuals by organisations is held securely. The value of data therefore lies not just in the ability of organisations to analyse it but also in the legal ability to hold on to it.

What do you see as the ROI of social media?

The ROI of social media comes down to the purpose of engaging with it in the first place and that can be different for every brand and campaign. If you drive up Likes on Facebook and that was your goal, job done. If you want to push sales of a certain product and PPC clicks end up with customers making purchases, again job done. Measuring ROI is difficult enough on social media so there’s no point in embarking on a campaign if you haven’t set clear objectives of what you want to achieve by doing it before you start.

There are a whole host of bingo companies out there, all competing for the market. So, of course, it is becoming increasingly difficult to come up with a new way to promote bingo.

Enter Winner Bingo. How better to promote bingo than by having a woman playing on her phone, at a bus-stop, and breaking into a Harlem Shake style dance upon winning, getting the whole queue a little bit scared?

Popular politics blog Guido Fawkes claims to have initiated legal proceedings against anti-porn campaigner Claire Perry MP after conducting a readers’ poll to sway the decision.

The site published a two-sentence report on 23 July that the MP’s website had been hacked and was hosting pornographic pictures. The piece signed off with the line “At least her website will be blocked when the new rules come into effect…” in typical Guido humour.

The story prompted the Tory MP to take to Twitter to accuse Guido of sponsoring the hack.

That well known responsible campaigner @guidofawkes has been hosting a link that distributed porn via my website— Claire Perry (@claire4devizes) July 23, 2013

Apologies to anyone affected by the hacking of my website sponsored by @GuidoFawkes - proves so clearly what we are dealing with— Claire Perry (@claire4devizes) July 23, 2013

Talking to Sun on Sunday to make sure they know the views of their political columnist @GuidoFawkes re Internet porn— Claire Perry (@claire4devizes) July 23, 2013

Guido responded by launching a ‘consultation’ on the site after tweeting Perry: “Suggest you withdraw that defamatory claim immediately.”

A total of 2,782 people voted, with 2,404 (86.41 per cent) saying Guido should sue. Guido said: “Reluctantly, Guido has instructed m’learned friends who will be writing to her today…”

Arts and crafts retailer HobbyCraft has selected global performance network Affiliate Window to launch a performance marketing programme.

Affiliate Window will now work alongside HobbyCraft and Clear New Media to assist the brand in growing a targeted publisher based of relevant bloggers and industry specific affiliate partners.

Performance marketing is now set to become a key component of the retailer’s multi-channel strategy, Katherine Paterson, customer development director for HobbyCraft explains: “We are excited by the ability to talk to all of our customers, particularly those with specialist hobbies. Without Affiliate Window this would be very difficult, as the time involved to source and contact bloggers and specialist craft sites is so demanding.

"We are really excited about the partnership with Affiliate Window and joining the performance channel.”

Affiliate Window client services manager, Anjulie Truong, added: “We’re excited to welcome Hobbycraft to the network for the exclusive launch of their first ever programme…Affiliate Window is delighted to tap into the unique appeal of the Hobbycraft brand and hopefully introduce it to a new audience of online consumers.”

As part of OMD UK’s Future of Britain Project the British public has been encouraged to help create a photographic record of everyday life in Britain which will be promoted via digital poster advertising later this summer.

Reportage by Getty Images photographer Peter Dench has been commissioned to create the visual record of life in austerity and will be touring the country to record the UK’s variety of people, their attitudes, lifestyles, relationships and interaction with the environment, technology, work and leisure.

In particular, Dench will be seeking out people and locations which don’t normally feature in representations of Britain, with the aim of creating a collection of images truly representative of British people in 2013.

“As a photojournalist, I have had the privilege to work on assignment in over 50 countries across the planet, but it is to Britain I consistently point my lens. It is my passion and my home, and its people are the ones I want to understand most,” remarked Dench.

Dench’s progress can be followed by the public via his Twitter feed (@peterdench) with members of the public invited to suggest locations or ask to be photographed via the hashtah #britfuture. The images will be collated on the projects dedicated blog site, with the images also to be shown at an exhibition later this year.

Digital poster sites managed by Clear Channel will promote the project and the OOH ads will challenge the public to ‘Take Part in our Portrait of Britain. Tweet Pete to come and take photos in your area @peterdench’.

Dench added: “On my photographic travels across the country I have found the current austere economic situation, has made people more open to share their predicaments and concerns. Britain is a country unsure of its identity, a nation of culturally diverse, stoic people determined to make the ‘best of it’ for their family, and where possible have a good time, along the way.”

The project forms part of OMD UK’s launch of the Future of Britain, a major research programme exploring the future shape of the country’s consumer society following the recession and changes to population and demographics.

Chris Worrell, insight director at OMD UK, commented: “Future of Britain aims to provide a guide to a new consumer landscape; the association with Reportage by Getty Images will enable us to bring to life some of the fascinating truths unveiled by the study and provide an historic archive for the future.”

The British weather is confounding the clichés this year so you have to congratulate McDonald's on their perfect timing - they've managed to broadcast this commercial just as thunderstorms bring the heatwave to a hiatus. It's a nicely observed piece with smile aplenty light up the faces of people enjoying an al fresco meal from the fast food joint... let's hope they remember to put their wrappers in the bins.

Agency: Leo Burnett
Creative Director: Tony Malcolm / Guy Moore
Creative: Adam Tucker
Production Co: Home Corp
Director: Lucy Blakstad (repped by Another Film Company)
Audio: Wave Studios
Audio Op: Aaron Reynolds

Superdrug has announced its cosmetic brand MUA is to launch a new make-up collection inspired by One Direction.

The limited edition range, that will be exclusive to Superdrug, features lipsticks, lip polishes, cheek tints and nail varnish, with lipsticks, lip polishes and nail varnishes available in five shades, one for each band member.

Items in the collection take their name from popular 1D songs with the cheek tint named after their debut hit ‘What Makes You Beautiful’. Little Things and Kiss You are the names given to the ranges nail varnishes and lip products respectively.

The collection will launch on Wednesday 31 July, with further One Direction themed cosmetics to be added to the range later in the year.

The British Interactive Media Association (BIMA) tonight inducted five new ‘heroes of the UK digital industry’ into the Digital Hall of Fame.

Launched last year, the Hall of Fame previously had 20 inductees, including Sir Tim Berners-Lee, Stephen Fry and Phil Jones, chairman of this year’s DADI Awards.

The five new inductees were: Joanna Shields, chief executive of Tech City UK and business ambassador for digital industries; Justin Cooke, CEO of POSSIBLE UK and chair of BIMA; Luke Taylor, CEO of DigitasLBi; Matt Brittin, VP Europe of Google; and Nigel Vaz, senior VP and MD Europe of SapientNitro.

Bal Bhogal, BIMA’s commercial director, said: “We’re deeply gratified by the level of interest and support from across the industry for the Digital Hall of Fame. UK digital is clearly going from strength to strength. This makes it all the more important to honour the achievements of our industry’s stars and it’s my pleasure to thank and congratulate the five new Hall of Fame inductees.”

The inductions took place at a black tie event at BAFTA this evening.

OK! Magazine has sparked outrage with its most recent cover which depicts a beaming Duchess of Cambridge alongside the heading ‘Kate’s post-baby weight loss regime’.

Coming less than 24 hours after the Royal birth the editorial decision has raised eyebrows for the presumptuous implication that the princess needs to lose weight.

The unsolicited fitness tips have been labelled an ‘appalling teaser’ by The Telegraph’s Dr Brooke Magnanti, who said: “I shudder at the thought that anyone less than 48 hours out from giving birth should want or have a 'regime' pertaining to weight loss at all, much less one endorsed by the weekly glossies. “

The sentiments were reflected by Twitter users such as @KatyHillTV who tweeted: “I think all mums should boycott @OK_Magazine for this cover ONE DAY after #Kate has given birth. REALLY? #RoyalBaby http://t.co/dICeXrTuQv

Another tweeter, @katejwilson213, remarked: “Yeah @OK_Magazine, your ideas on what women value seem screwed up.”

Facebook has reported strong growth in its mobile ad sales division on the back of a 51 per cent increase in mobile user from last year to hit 819m.

This contributed to profits of £217m in the 2nd quarter and saw the firm’s struggling share price leap 18 per cent at the end of its first year as a public company – although it is still down 16.7 per cent from its debut price of $38.

In the month of June alone Facebook reported that a total of 20bn minutes a day were spent on the site, generating $655.6m in mobile ad revenue in the three months to June.

This amounted to 41 per cent of the $1.6bn it made from advertising overall and compares favourably with the 30 per cent it achieved last year.

In a statement Facebook founder Mark Zuckerberg said: “The work we've done to make mobile the best Facebook experience is showing good results and provides us with a solid foundation for the future.”

Kitchenware retailer Lakeland has become the latest firm to fall prey to hackers after it emerged that hundreds of thousands of its customers may have had their personal data pinched.

In an apology to customers Lakeland acknowledged that two of its databases had been compromised last Friday, opening up the ‘small possibility’ that encrypted data could have been lost.

Stressing that there was no sign that credit or debit card details were included in this breach Lakeland is nevertheless urging anyone who has purchased from it to change their passwords on its website.

No word has been given on the volume of people affected but it is believed to include everyone who has ever done business with the retailer, a figure which would stretch into the hundreds of thousands.

In a statement Lakeland insisted it followed “stringent security procedures” to protect its customers and that “security and privacy” were its highest priorities... but that a ‘recently identified flaw’ in the server running its systems had gone undetected.

Cycling specialists Evans Cycles and electrical store Maplin are the latest retailers to join local shopping service Udozi.

By partnering with the free-to-use service Evans Cycles and Maplin will enable new and existing customers to locate their nearest branches, as well as offering shoppers the chance to search for specific items and check stock availability on-the-go.

“We’re delighted to welcome Evans Cycles and Maplin on board Udozi,” said Alan Gabbay, founder of Udozi, “In today’s ‘grab-and-go’ society, building and maintaining a solid mobile presence is an essential part of any retail business model – national and independent alike.”

The two new additions to the platform join national retailers including Toys ‘T Us and Clarks and a host of independent retailers in central London using the service. Predominately in use within London, Udozi is rolling out nationwide in 2013.

Today’s jobs round-up brings roles for content strategists, editorial assistants, midweight designers, client partners and account directors.

Caliber is looking for a content strategist in central Scotland with a bachelor's degree in English, journalism, PR or a related field and project management experience. Responsibilities include ensuring all content is on-brand, in-style and optimised for search. Excellent organisational skills are essential and functional knowledge of HTML, CSS and content management systems is desirable.

Sky is seeking an editorial assistant in social media in the Yorkshire & The Humber area to create and deliver editorial content for Sky Betting and Gaming's social media channels. The ideal candidate will be a degree-qualified journalist with at least a year's experience of writing for social platforms within the sports or betting industry. Proficiency in MS Office packages and Photshop is required.

A midweight designer is required at Gabriele Skelton in London for a salary of £25,000-£27,000. Applicants should be educated to degree level and be working as a designer within a creative brand and communications agency environment. Experience in taking projects from concept generation through to final design is also required, alongside a passion for both on and offline media. The closing date for applications is 26 July.

Numiko is looking for a client partner for a role based in Leeds with a minimum of three years' experience in a similar role. Responsibilities will include managing overall client interaction, creating press releases and award entries and providing accurate financial forecasts for client spend. Applicants should have excellent writing and presentation skills and a flexible approach, alongside a proactive attitude and big picture thinking.

Type is looking for an account/project director for a small branding and design team based in Manchester. The agency is seeking an instinctive and experienced marketer, from either a client side or agency background. Any form of business development exposure or planning experience would be an advantage. The role comes with a salary of £35,000-£45,000.

To view the latest jobs in advertising, design, digital media and marketing, visit The Drum's job section

The travel and hospitality sector is best at taking care of its customers, with the highest average social media sentiment score, research from Adobe Digital Index has found.

The research discovered that between June 2012 and July 2013, the travel sector had a 5.37 social sentiment score, closely followed by the automotive industry at 5.36 and retail at 5.33.

Sentiment analysis allows Adobe customers to rank social mentions from one [negative] to 10 [positive], with 5 being neutral in order to track the effectiveness of their social marketing efforts.

In June, when people began setting off for their summer holidays, the travel and hospitality industry sentiment reached 5.75.

Adobe explained: “As more and more consumers are choosing social networks to interact with their favourite products, brands, and companies, it is becoming an increasingly important part of every business’ marketing and customer support. Social listening is an important tool marketers can use to measure response to their marketing campaigns, respond to troubled customers, and identify and reach new potential segments.

“Companies and brands have a lot to lose (or gain) from social as negative social mentions can have significant influence in consumer purchasing behaviour. Companies in the travel industry especially have an opportunity to create positive social buzz having so many social touch-points with their customers, including before, during, and after their trip or stay. By providing great experiences for customers—even when problems occur—they will be able to generate more positive buzz about their company and service.”

The Adobe Digital Index team analysed 1.4 billion social mentions from Facebook, Twitter, Youtube, Blogs, and Tumblr, across 800 companies, 6 major industries, and 38 countries.

It was found that overall, the UK averages much higher in sentiment than that in the US or Australia, with a solid lead over the last year—on average .25 sentiment points higher than the US, Canada, and Australia.

Channel 4 is set to defy ITV’s lawyers and proceed with the broadcast of an episode of Dispatches which alleges that stars of Coronation Street, the long-running soap, have been promoting bogus products in breach of marketing rules.

Fake Fans will be broadcast on the 5 August at 20:00 with covert footage of stars such as Brooke Vincent, who plays Sophie Webster, receiving beauty products from a fake cosmetics firm.

Some recipients of the gifts later went on to tweet about the products.

ITV has threatened to sue the station if it proceeds to broadcast any allegations of ‘unlawful marketing promotion’.

Dispatches set up a fictitious firm, Puttana Aziendale, which translates from Italian as ‘corporate whore’ to dupe various celebrities at a Manchester hotel.

In its official billing for the show Channel 4 said: “Celebrities have considerable influence on social media. But are some less than transparent when tweeting brand names with their legions of fans?

"Dispatches exposes the new tricks used by marketeers to plug brands, from buying fake Facebook 'likes' and YouTube 'views' to influencing social media conversations."

Fiat UK has engaged Krow to create a Facebook app uncovering what Fiat 500 best suits your personality.

The ‘You Wear’ app, analyses your tagged Facebook photos to discover what colour you wear most, what that might mean about you and your perfect Fiat 500 match out of the half a million custom specification combinations available.

“The shade of our customers' 500s has always been important to them as illustrated when we launched Fiat 500 Colour Therapy last year. It is therefore highly appropriate - and great fun too - that the Fiat 500 is launching this excellent App,” remarked Elena Bernardelli, marketing director, Fiat GroupAutomobiles UK.

After scanning 25 of your most recent Facebook photos and producing a personality analysis and car colour match, the app publishes your personalised results so that friends can see and be invited to play. Players will also be entered into a prize draw offering the chance to win one of 50 high street shopping vouchers or the grand prize of a VIP experience at London Fashion Weekend this September.

Developed with Karen Haller, an authority in the field of applied colour psychology, Haller added: “A fun Facebook app is a great way to find out what your favourite colour says about your personality and maybe find out something about yourself you may not have known. In today’s world we want to be able to express ourselves, so it’s great that the Fiat 500 range gives us such variety of colour with which we can express our personalities.”

Krow Communications, creative founder, Nick Hastings, commented: “We developed the You Wear app with Fiat 500's fashion conscious audience in mind. Since colour is a great expression of individual style we wanted to create a fun social way to tell people what the colour they wear says about their personality.”