Emil Salonen

The Snickers Peanut Power Challenge Case Study

or...

How to get 2,2 million footballs shot at your brand

Emil Salonen

Country Manager

Twitter: @emilsalonen

What we are.٭ Award-winning Mobile Marketing and Advertising Agency ٭ 1000+ mobile programs, sites and campaigns since 2001٭ Scandinavian clients - International delivery ٭ Offices: Stockholm, Oslo, Copenhagen + NY٭ Staff of 25 FTEs٭ A Stampen Group Company

What we do. ٭ Consultancy: Strategy & Creative٭ Production: Technology & Products٭ Advertising: Mobile Ad Network - Adiento

What we brag about. ٭ MMA Global Awards – Winner ‘Best use of Mobile Marketing’ 2006 ,2007 &

2009٭ MAMA Global Awards – Bronze ’Best Mobile Agency’ 2008

A MINUTE OF MOBIENTO.

Background

Guys 16 – 24

FIFA World Cup

Primarily POS campaign

Battle is won in the store

Challenge

Reach the target group

Story to tell at POS

Make it social

Partnerships

Insight

Hard-to-reach target group

They lead The Mobile Life

Forget things like having a regular hot meal

Mobile games are expensive

Prizes are key!

Solution

Revolve around mobile

Weekly competitions

Make it social

Partnerships

Point of Sale

2008

The Game – Practice Mode

The Game – Compete Mode

The Game – Compete Mode

Mobile in the center of attention

Cinema

Lounge

Online

Point of Sale

Mobile

TV

Mobile Advertising

From: Tele2Hi! Our favourite friend Snickers lets you download a mobile game for free! Play and have the chance to win prizes every week. http://m.snickers.se

Sms messages to drive downloads – operator collaborations

Mobile banner advertising

Mobile campaign site

Cinema and TV spots across Scandinavian markets

Campaign Web

Web banner – ”take-over”

Integrated into Lunarstorm and Bilddagboken

In-store

Results

4% CTR on mobile advertising campaign

35 604 downloaded games

372 088 game sessions

> 2 200 000 shots towards the Snickers goal…

2010

The Game

The Game

Main menu Score totals Global high score

Mobile Advertising

From: Tele2Hi! Our favourite friend Snickers lets you download a mobile game for free! Play the game and win a trip to see football in UK and Spain. http://m3m.nu/snickers

Sms messages to drive downloads – operator collaborations

Mobile banner advertising

Mobile campaign site

In-store material

In-store material

Results

Target is 50 000 downloaded games in Scandinavia.

40 000 DL after 5 weeks

Total campaign time 16 weeks

Total playing time more than 2.5 years after 3 weeks.

Mobile banners show 2-4% CTR

”Snickers consumers use mobile games a lot. We have a young target group and to reach it we must be innovative and use

non-traditional media. We see this type of marketing as an optimal way of reaching

our target group.”

Anette Nordgaard, Marketing Manager Snickers.

Thanks for your attention!

Emil Salonen

emil.salonen@mobiento.se

+46 705 107890

Twitter: @emilsalonen