When 80,000 music fans arrived at Wembley Stadium for Capital's Summertime Ball earlier this month, they were greeted by an unexpected sight: a vibrant candy wonderland featuring interactive installations, a towering Gummy Monster, and moments of genuine surprise that had people stopping to engage before they even reached the stadium gates.
We launched this ambitious campaign for NERDS Gummy Clusters, creating a comprehensive brand takeover that didn't just reach audiences – it created authentic moments of joy and discovery. The activation represents a significant milestone in introducing the iconic American candy brand to UK consumers while demonstrating how brands can meaningfully participate in cultural moments.
Working in partnership with Global, we developed a strategy that positioned NERDS Gummy Clusters authentically within youth culture. Rather than traditional advertising approaches, the campaign focused on creating genuine cultural participation. Our insight was clear: Gen Z consumers can distinguish between authentic brand engagement and superficial sponsorship, responding positively when brands become meaningful participants in their cultural experiences.
Strategic Entertainment Marketing Approach
Our approach centred on Capital, the UK's number one hit music brand, as the ideal platform to reach target audiences aged 16-34. Rather than simply placing branding around the venue, we created meaningful moments of surprise and engagement across every touchpoint. The activation spanned from experiential marketing on Olympic Way to integrated show moments broadcast live to millions of viewers across Capital FM, Global Player, YouTube, and ITV1.
"We set out to deliver a one-of-a-kind NERDS experience to 'unleash the senses' of the Capital's Summertime Ball audience," said Sophie Degerlund, Project Manager – Entertainment at Carat UK. "Our approach was to create genuine cultural participation rather than traditional advertising, captivating guests with vibrant exterior activations plus exciting moments inside the stadium and during the show."
Multi-Touchpoint Brand Experience
The team designed a comprehensive brand journey that began before fans even entered Wembley Stadium. On Olympic Way, we created an unmissable candy-coated experience featuring interactive installations, gamified sampling that distributed over 10,000 products, and photo opportunities with the brand's iconic Gummy Monster.
Inside the venue, premium experiences included a Nerds Glam Station offering pink and blue hair braiding, a nitrogen ice cream station with Gummy Cluster toppings, and exclusive VIP moments for influencers and guests. The activation culminated in two memorable on-screen sing-along moments, including one broadcast live during the show, plus a UK vs USA social collaboration between Capital presenter Jimmy Hill and US artist Dasha, for the radio brand’s Instagram.
Integrated Campaign Strategy
Building on the Wembley success, we have developed a sustained summer-long media strategy delivering nine weeks of integrated communications across radio, digital, and social platforms. The comprehensive approach includes on-air and online promotions offering premium prizes, alongside additional brand experiences planned throughout the summer months.
The campaign demonstrates our expertise in entertainment marketing, combining strategic media planning with experiential design to create authentic cultural moments. Our approach ensures consistent brand messaging across multiple touchpoints while maintaining the playful, vibrant personality that has made NERDS a cult favourite among celebrities including Kylie Jenner
Alicia Afza, Marketing Manager at NERDS, praised the approach: "This is an iconic partnership celebrating the evolution of the Nerds brand as we bring the confectionery brand to the UK. We're excited that Nerds will continue to be part of fans' summer experience."
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