The 12-week Facebook campaign "Win Nothing" launches on Friday (15 October) and includes a series of online films directed by Velvet Films’ Nick Rutter.
As an extension of the brand's strapline, "Have you got a WKD side?", the film follows the story of Wayne a fictional WKD employee who has run off with the company's promotional prize fund.
Each week, Wayne will post a video diary to the WKD Facebook page, where he will taunt his old WKD bosses as he lives the high life at their expense. The diaries will be complemented by corresponding in-bar drinks promotions and activity.
From fake CCTV footage, to videos of Wayne trying to spend the WKD cash on a supercar, the online activity will let consumers see the antics of Wayne, as he tries to "stick it to the man" to "live the dream".
Facebook followers are encouraged to visit bars for the chance to earn rewards. These range from Wayne disguise kits and WKD merchandise, to travel vouchers to help track Wayne down in Europe.
At the end of the campaign, Wayne will give himself up and one lucky winner will claim a £1,000 reward for spotting the real-life Wayne in selected bars.
John Treacy, Elvis creative director, said: "We wanted an idea that was true to the values of WKD – a brand that’s never been shy at poking fun at itself. ‘Win Nothing’ not only reflects this attitude, it pokes fun at promotions in general by turning the usual conventions of the category on their head. Only a brand like WKD could run this kind of activity."