Embed Size (px)
Citation preview
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.
