'Go Big or Go Home', a multi-platform immersive video experience, could win you up to £50,000. Walkers Deep Ridged, personified by the game's fictional host Lester Leycroft, invite you to trade your pack of crisps for the opportunity to win £5, then £25, all the way to the grand prize of £50,000.
When you enter your on-pack code into the game's bespoke website, Lester, "a man without fear", introduces you to the game and presents you with the choice to either "Go Big" and potentially win big, or "Go Home" with your cash and avoid losing everything. Lester encourages "going big" at every stage, goading players to be brave and scolding those who conservatively retire "home"
AMV BBDO, in partnership with Initials Marketing, has created an original digital campaign for Walkers, aiming to drive sales and awareness by getting young males to buy a pack of Deep Ridged and play ‘Go Big or Go Home’.