Jumptap Biscuit Holes Case Study

Panel List : Cathy Kellner-Diaz, Mendelsohn Zien/Hardee’s Michael Ahearn, iLoop Mobile Paran Johar, Jumptap Joy Liuzzo, InsightExpress HARDEE’S BISCUIT HOLES CASE STUDY Mobile In The Mix

Comprehensive mobile campaign designed to be integrated with television and online campaign for Hardee’s
PLAYERS:
Mendelsohn Zien – Provided campaign strategy
iLoopMobile – Built interactive mobile site
Jumptap – Placed targeted mobile media
InsightExpress – Conducted campaign effectiveness research
Biscuit Holes Mobile Program

Hardee’s is famous for their made-from-scratch biscuits
Biscuit Holes are an innovative product derived from the biscuit dough to form a sweet breakfast snack
TV/Online goal – To explain to consumers what Biscuit Holes are
What are Hardee’s Biscuit Holes?

Seamless integration with TV, online, in-store
Create another opportunity to get consumers involved in the Name Our Holes program
Increase awareness of Hardee’s Biscuit Holes
Name Our Holes–Mobile Campaign Goals

Concept with existing campaign strategy & URL
Adapt website to WAP site to ensure optimal user experience
Develop on accelerated timeline
iLoop Mobile Parameters

Full Integrated Mobile Site
Consumer Benefits:
Firsthand involvement with the brand
Submit original names
Send a mobile greeting card
Tell a friend feature
Learn about product
View commercials
Locate a store
Brand Benefits:
Grow brand awareness through new channel
Optimize data capture
Enable opportunity for future contact with consumer
Drive traffic to store
Locate a store

Premium Targeted Mobile Placements
Media placements on premium publishers and carriers including Mocospace, The Score Mobile, Weatherbug and Boost Mobile
Target Males 18-34, Hardee’s core young hungry guy user group
Geo-target to Hardee’s locations & focus on key markets

Display Media Results
1,221,076 impressions served
15,247 clicks
1.25% avg. CTR on sites
2.71% avg. CTR on Boost carrier
Overall CTR dramatically higher than 0.01% avg. online CTR

Mobile Site Results
Over 8 week campaign:
11,325 visits
6,754 unique visitors
21,086 page views
828 product names submitted
407 SMS alert opt-ins
143 Mobile Greetings sent

Research Results
Overall, the campaign’s message resonated with the mobile audience
Message Association increased 7 percentage points
Within the target audience of Males 18-49, Aided Awareness increased 9 percentage points
Landing page attracted engaged consumers and educated them on the Hardee’s campaign message
Campaign motivated 18-24 year olds to become more aware and want to purchase product

Research Results
Respondents who visited the landing page (Engaged) show significant increases in all brand metrics: Unaided and Aided Brand Awareness, Mobile Ad Awareness, Message Association and Purchase Intent

Learnings
What worked:
Consider mobile upfront in your campaign – mobile is here to stay!
Choose the best partners who are knowledgeable, thorough, able to work as a team
Create a well-integrated program that provides a good user experience
Program should be simple to understand and invite participation
Select media strategically because you could have a great message that doesn’t reach consumers
What we would do differently:
Shorten the length of media to optimize the message
Include a coupon or other traffic driver to award participants
Continue to engage the consumers from collected SMS data

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Jumptap Biscuit Holes Case Study

by Jumptap Inc. on Nov 04, 2009

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Jumptap Biscuit Holes Case Study — Presentation Transcript