![]() The self-promotion mechanism kept the people coming back. It was the best response rate for a FMCG product on-pack. In addition a mobile “picture collection album” – featured by Donkey - could be installed, “reminding” the customer what he is still missing whenever he entered. This drove consumption, and yet excited the consumers. To continue playing the next game levels, Shrek reminded the consumers to text in another code. 1 SMS message with a code in the packages was enough to download the FIRST part of each game. To make that possible, two very exciting games for mobile phones, featuring Shrek and Donkey were originally developed for Ferrero’d hanuta and duplo brands. The Idea: The promotion should promote itself. No sweepstakes are allowed due to legal reasons, just “add-on/every-ones a winner” mechanics. Target audience are kids, teenagers and young adults. ![]() The first branded mobile game: Shrek and Donkey live in your phone.ĭesign a very effective and efficient on-pack promotion that drives sales of hanuta and duplo but still is innovative. Mobile Marketing Case Study – Ferrero “Shrek 2 Handy Specials” (12 Snap)
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