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Emil Salonen

by Mobile Convention on Apr 01, 2010

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Snickers primary target group is active guys 16 – 24 Central decision to associate with football and to create Pan-Scandinavian POS campaigns in the months leading up to the 2010 FIFA World Cup The POS campaign must be creative, fun and good looking to get the best shelf space and in-store exposure, thus selling more Snickers The battle is won in the store, buying Snickers is a last minute decision The key USP’s are that Snickers tastes great and contains crunchy peanuts and loads of energy
Reach the target group with a campaign that they will truly appreciate in a media of their choice Give the Snickers sales team a fun campaign to talk about in the store Make the campaign social, give the target group something to talk about Create partnerships with relevant external brands
The target group is hard-to-reach in traditional media. They don’t watch as much TV in the traditional sense, they hardly read magazines and expect everything from news and movies to music and games to be free. Young guys who are active and interested in football are extremely fond of their mobile phones. They organize their whole life via the phone, through text messaging and social media, especially around major social events such as the FIFA World Cup. Guys who are out and about tend to forget things like having a regular hot meal and can use a Snickers energy injection from time to time, it’s the perfect snack to keep you and your friends going A mobile game typically costs 1-5 EUR. Mobile games is a genre which is not a victim to copyright piracy and therefore seen as a generous giveaway Including the opportunity to win prizes increases the number of mobile game sessions by 8-10 times
Put mobile smack in the middle of the whole campaign Give away a free football game for java and the popular iPhone. Create weekly and monthly competitions to keep interest over the campaign period Make the game social so that users can challenge each other and post their score on facebook for increased viral spread. Point all external media towards the mobile channel. Web collaborations, POS and mobile media such as banners and sms is used to promote the game Partnerships with Sony Ericsson to promote the game via free and bought channels, including preload of the game on a specific FIFA Phone, sold in the spring of 2010. Roll out of in-store material to make Snickers look cool and influence the last minute buying decision.
Put mobile smack in the middle of the whole campaign Give away a free football game for java and the popular iPhone. Create weekly and monthly competitions to keep interest over the campaign period Make the game social so that users can challenge each other and post their score on facebook for increased viral spread. Point all external media towards the mobile channel. Web collaborations, POS and mobile media such as banners and sms is used to promote the game Partnerships with Sony Ericsson to promote the game via free and bought channels, including preload of the game on a specific FIFA Phone, sold in the spring of 2010. Roll out of in-store material to make Snickers look cool and influence the last minute buying decision.
In Compete Mode you play 6 shots against a target and after the game the score is automatically uploaded to a high-score list. If you hit Bulls-Eye, the crowd cheers! There is one high score list for each campaign country and winners are presented every week, with a final winner in the last week of the campaign.
Här kan man betona den virala effekten. Kan tyvärr inte ge siffror på hur den gick.
Alla olika medier drev till mobilen. Unik kampanj på det sättet!
Ca 4% CTR på banners på Tele2. Mellan 1-3% på övriga mobila mediekanaler.
Denna film gick både på TV och Bio i Sverige, Norge, Danmark (med olika kortnummer givetvis)
Från webbversionen av spelet kunde man beställa en nedladdningslänk till telefonen. The game could be played on Lunarstorm and Bilddagboken which are the two leading social community networks in Scandinavia. We integrated the campaign on both communities which has never been done before. Total reach of 78% in the target group.
Put mobile smack in the middle of the whole campaign Give away a free football game for java and the popular iPhone. Create weekly and monthly competitions to keep interest over the campaign period Make the game social so that users can challenge each other and post their score on facebook for increased viral spread. Point all external media towards the mobile channel. Web collaborations, POS and mobile media such as banners and sms is used to promote the game Partnerships with Sony Ericsson to promote the game via free and bought channels, including preload of the game on a specific FIFA Phone, sold in the spring of 2010. Roll out of in-store material to make Snickers look cool and influence the last minute buying decision.
The game is built from scratch for Snickers and consists of three skill-based mini games in a football environment The idea is to build simple games which take “a minute to learn, a lifetime to master”. These are the most popular mobile games. The total score is added up and is stored locally and sent to a server based high score list The score can also be sent to facebook (in the iPhone version)
All bought media drive to the mobile web site where the game can be downloaded Mobile web banners on Tele2, Dagbladet and VG SMS broadcasts together with Tele2 Preloads and email broadcasts with Sony Ericsson Other features of the mobile site: Mobile content View the high score See the weekly winners Read the rules of the competition Send to friend

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Mark van Rossem , Online strategy and innovation at Heineken Tags mobile 2 years ago

Emil Salonen — Presentation Transcript

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.
- What we do.
- What we brag about.
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: Tele2 Hi! 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: Tele2 Hi! 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 [email_address] +46 705 107890 Twitter: @emilsalonen

Emil Salonen

by Mobile Convention on Apr 01, 2010

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Emil Salonen — Presentation Transcript