The Manual partnered with UKTV to scope viable opportunities in creating large-scale commercial events within their TV portfolio. After looking at their brand IP, we selected Bangers & Cash due to strong viewership numbers and loyal audience following.
The objective of Bangers & Cash Live was to grow brand love and attribution within target audiences. As well as this, UKTV saw opportunity to test marketing strategies, commercialisation potential and garner audience insights from year one attendees.
What we did
Bangers & Cash Live was hosted in August as a two-day outdoor festival event, at Scampston Park in the show’s heartland county of North Yorkshire. The first ever UK TV event of its kind was well received by its audience and has shown good potential for future growth and commercial success.
The event sold out just five weeks from ticket launch, with over 6000 attendees, and 250 vehicles exhibited. Fans of the show were able to meet the Mathewsons’, watch Q&A panels, enjoy family activities and live music, and eat and drink from local food and drink vendors. Merchandise was available to purchase, and attendees could view the first new episode of Bangers & Cash series eight, on a large outdoor cinema screen.
Each day the event culminated with a Bangers & Cash auction, the first to happen in front of a live audience in over three years. Over 120 specially selected lots of vehicles and memorabilia went under the hammer and drew winning bids of over £300K.