The £3m campaign includes giveaways for those buying bottles in pubs, £12,000 of Ticketmaster voucher prizes and chances to win a holiday to Ibiza.
Under the slogan "Be The Face", the activity is aimed at driving incremental sales and includes on-trade sampling, a DJ competition and activity at music festivals. WKD emoji faces will feature on bottles, PoS and the giveaways.
"This summer's activity is all about being where our consumers are," says Amanda Grabham, head of brand marketing – alcohol at brand owner SHS Drinks.
"It's a money-can't-buy competition prize for up-and-coming DJs; it's a range of brand experiences; and it's a point-of-purchase activation. The campaign has been designed to: drive rate-of-sale through giveaways and prizes; further enhance brand credibility through the DJ competition and Mixcloud partnership; and engage our audience in immersive experiences - be that at festivals, in on-trade outlets or via engaging activities at events. There are many strands to the campaign, but it's very simple to describe in two words what we're trying to deliver here for consumers: summer fun.
"We're the UK's No.1 traditional RTD1 and the responsibility falls on us to invest in activities that grow the category, engage consumers, and build sales for stockists. With WKD's amusing emojis at the very centre of things and our #BETHEFACE campaign calling on consumers to don masks and upload selfies, WKD will, quite literally, be on everyone's lips this summer."