Hot on the heels of its successful Valentine’s Day speeding dating event, Scribbler has announced another new partnership, this time with Just the Tonic comedy club for Easter. The partnership kicks off with an Easter Yoke Hunt on Thursday 29 March, with 40 tickets for Just the Tonic events hidden in four Scribbler London stores. Clues to the whereabouts of the tickets will be given in riddles on social media on the morning of 29 March.
“We wanted to do something that would resonate with the Scribbler audience,” says Vanessa Mallia, PR and social media manager for Scribbler. “Just the Tonic and Scribbler share a similar audience, and although we offer completely different products there is a synergy between comedy clubs and Scribbler stores. We are very much about the humour, as is Just the Tonic. It just makes sense for us to partner with them.”
This is the first event with Just the Tonic and although Vanessa can’t disclose details about future events, she says “this is just the start of the partnership.”
As to why Scribbler has picked Easter to launch the partnership, Vanessa says “Easter is a funny time for us. It’s not really a huge card-sending event and is still for most people about chocolate and very child-based. We wanted to try something that would appeal to adults.”
The Easter Yoke Hunt comes just two months after Scribbler’s first successful foray into event-based promotions. Its Valentine’s speed dating event (held in conjunction with Playdate London) was a sell-out success. “The feedback from that event was amazing, everyone really enjoyed themselves and again Playdate was a perfect fit for Scribbler, with its fun activity-based dating idea. It just shows there is a real appetite among our audience for these types of events.”
* After Scribbler making the front page of The Sunday Times on March 11 about its inclusive Mother’s Day cards, Vanessa’s email and phone have been running hot! “The story has gone viral and we really can’t believe it! I’ve had people get in touch from Vietnam about the story – thank goodness for Google translate! It is such good coverage for us and the fact that yes, we do rude and funny cards, but we are also the place to come for more niche cards covering all relationships.”