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Molly McButter "Flavor Bomb" Campaign Summary
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Molly McButter “Flavor Bomb”
Facebook Casual Game & Sweepstakes
Campaign Summary December 2013
A Snapshot
• Strategic Planning
• Theme & Graphic Design
• FB Application Development
• Online Community Management
• Blogger Outreach
• Media Buying
• Database Development
• KPI’s & Reporting
2
A
Brand Background & Goals Our Focus Channels
BLOGGERS
• Produced by B&G Foods,
Molly McButter’s natural butter
and cheese flavor sprinkles are
fat-free and cholesterol-free.
• Campaign focus was to promote
both MB flavors - emphasizing
how perfect the sprinkles are to
flavor holiday side dishes. All
advertising and online PR drove
fans to Molly McButter’s
Facebook page to play “Flavor
Bomb,” a jovial arcade-style
casual game. © 2015 Saint Street
Saint Street concepted and executed the “Flavor Bomb” game & sweepstakes campaign. Key deliverables included: • Developed arcade-style casual game hosted on Facebook • Blogger outreach initiative hosting giveaways and encouraging fans to play Flavor Bomb: 16 posts
secured • Media buys on Facebook that ran throughout the campaign • Universal brand management across all Molly McButter social channels • Database development
Molly McButter Flavor Bomb Casual Game & Sweepstakes Campaign Summary
3 © 2015 Saint Street
Sample Creative & Engagements
4
Collect the shakers to reload & bomb the plates of food to earn a high
score!
© 2015 Saint Street
Top Stats • 5,754 Flavor Bomb players • 14,750 total game plays • 10,412 new Facebook fans gained (1990.8% increase from Nov to Dec) • 11 Facebook campaign posts with 750+ engagements (701 likes + 59 comments + 37 shares = 797 total engagements) • 382 new Twitter followers gained (489.7% increase from Nov to Dec) • Over 8,000 Twitter brand mentions and @mentions • Estimated blogger outreach impressions – 800,000 • Total blogger outreach social engagements – 87,724 • Paid media stats Total Impressions - 2,111,015 Social Impressions - 80,522 Click Actions - 18,831 Total Campaign Impressions Associated with Saint Street Actions: 3,750,000+
Campaign Stats
Highlights
5 © 2015 Saint Street
Secured Editorial • Total blog links and giveaways secured – 16 On-Page Engagement • Blog giveaway entries – 83,722 • Blog page comments – 1,844 • Blog post Facebook actions – 236 • Blog post Tweets – 1,154 • Blog post Pinterest pins– 1 • Blog post Google+ Plus-Ones – 155 • Blogger Facebook page engagements – 244 • Blogger Twitter page engagements – 343 • Blogger Pinterest page engagements – 25 Total Blogger Outreach Social Engagements* = 87,724 *This data was pulled directly from the collective set of 16 campaign-focused blog posts
Blogger Outreach Stats
Summary
6 © 2015 Saint Street
Name of blog: Mama to 5 Blessings Link: http://mamato5blessings.com/2013/12/molly-mcbutter-flavor-bomb-sweepstakes-lots-of-ways-to-enter-win/ Post date: 12/20/13 On-site: # of entries: 4,529 # of comments: 53 Facebook: # of posts: 1 # of likes: 15 # of comments: 19
Excerpt from blog post: “The natural butter and cheese flavors are fat-free, cholesterol free and contain zero trans fat, with five calories per serving. My favorite is adding Molly McButter to baked potatoes – leaves a nice creamy taste!”
Sample comment:
Twitter: # of posts: 7 # of re-tweets: 77 # of favorites: 5 # of replies: 1 Google+: # of posts: 1
Blogger Examples
7 © 2015 Saint Street
Name of blog: SaraLee’s Deals Steals Giveaways Link: http://saraleesdealsstealsgiveaways.com/molly-mcbutter-50-visa-gc-year-supply-giveaway-1230-daily-us/ Post Date: 12/22/13 On-site: # of entries: 42,320 # of comments: 58 # of FB likes: 96 # of re-tweets: 169 # of Google +1s: 26 # of LinkedIn shares: 4 # of StumbleUpon stumbles: 46
Sample comment:
Excerpt from blog post: “Since it’s the holiday season, Molly McButter has created a Facebook application game, where fans have a chance to win $100 a day thru 12/31 just for playing. Those who play each day are entered into a daily sweeps. High score doesn’t matter!”
Facebook: # of posts: 1 Twitter # of posts: 74 # of re-tweets: 47 # of favorites: 2
8 © 2015 Saint Street
Excerpt from blog post: “I stink at it, but I’m having fun. Since scores don’t matter, and I’m entered into the daily drawing regardless of my pathetic butter sprinkling abilities, I’m going to keep playing! And I also want to give Molly McButter a try again after all these years. Since it’s fat-free and comes in both cheese and butter flavors now, I’m really intrigued.”
Name of blog: A Nut in a Nutshell Link: http://www.anutinanutshell.com/2013/12/molly-mcbutter-flavor-bomb-game/comment-page-26/#comments Post date: 12/20/13 On-site: # of entries: 2,526 # of comments: 322 # of Facebook likes: 44 # of Facebook shares: 44 # of re-tweets: 313 # of pins: 1 # of Google +1s: 35
Sample comment:
Facebook: # of posts: 1 # of likes: 28 # of comments: 5 # of shares: 1 Twitter: # of posts: 1
9 © 2015 Saint Street
