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Lynchburg lemonade application report

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Transcript

  • 1. LYNCHBURG LEMONADE PROGRAM Facebook application Romania
  • 2. STRATEGY AND APPROACH THE PRODUCT FOR WHICH WE HAD TO CREATE AWARENESS THE MESSAGE THAT WE HAD TO HIGHLIGHT AN APPLICATION THAT SUPPOSED TO ENGAGE THE AUDIENCE AND BRING AWARENESS TO THE PRODUCT
  • 3. Increase awareness and trial for Lynchburg Lemonade by involving and rewarding the consumers OBJECTIVE
  • 4. A Facebook canvas app where users customize a bar with Jack Daniel‘s bottles and other branded elements. They will be able to prepare 7 Lynchburg Lemonades at a time and invite their friends to have a drink. Their invited Ffriends will receive a Facebook notification with the invite to join for a zip. If they follow the FB invitation they will enter the app and be redirected into their friend‘s pub where he‘ll be invited to click on a Lemonade. The pub owner will get to see who visits his bar, and for each visit he gets he receives a new chance to prepare a new Lynchburg Lemonade. Every new lemonade prepared counts as 1 point. The more lemonades they make, the more points they get. The user with most lemonades prepared wins a trip to Amsterdam Jack Daniel‘s Arena. Data will be collected while everybody who enters the app have to fill in the forms and agree with the T&Cs. DESCRIPTION
  • 5. USER FLOW 1. user enters Facebook canvas app 2. user signs up (fill forms and agree with T&C) 3. user customizes his bar with *bottles : jac k familfamil y, non -branded other bottles *glasses and decoration decoration elements 4. user prepares 7 Lynchburg Lemonades *places ingredients in right order 5. user invites (max) 7 of his friends MECHANICS USER’s INVITED FRIEND FLOW 1. user recieves FB notification to have a zip of Lynchbur g Lemonade. 2. user enters app 3. user signs up (fill forms & agree with T&C) 4. user is redirected to his friends bar 5. user clicks a lemonde on the bar 6. in a pop -up he is invited to make his own pub and get the chance to win
  • 6. USER’S JOURNEY- STEP 1
  • 7. USER’S JOURNEY- STEP 2 (LDA FORM)
  • 8. USER’S JOURNEY- STEP 3 (YOUR BAR)
  • 9. USER’S JOURNEY- STEP 4 (PERSONALIZED BAR)
  • 10. USER’S JOURNEY- STEP 5 (PREPARE A LL)
  • 11. USER’S JOURNEY- STEP 6 (COCKTAIL TUTORIAL)
  • 12. USER’S JOURNEY- STEP 7 (SHAKE IT)
  • 13. USER’S JOURNEY- STEP 8 (INVITE YOUR FRIENDS)
  • 14. OTHER ELEMENTS OF THE APP SHARE THE APP ON YOUR TIMELINE SEE THE RECIPE
  • 15. OTHER ELEMENTS OF THE APP HOW AND WHAT YOU CAN WIN
  • 16. OTHER ELEMENTS OF THE APP TOP TEN BARTENDERS
  • 17. HOW IT WAS PROMOTED? -Through Facebook ads -Through content management -Through press release KPIs -No of users in the app -No of visits in the app -No of consumed lemonades -No of likes per page
  • 18. The Jack Daniel’s Facebook page : •From the day the application started until its end we gathered 1,248 new likes •We had a daily organic reach of 20,389 users. •The “talking about this” indicator increased from 800 (before the campaign) to 10,184 during the campaign. FACTS & FIGURES (part A)
  • 19. The application: 1,003 bars 1,855 users 6,291 sent lemonades 2,465 consumed lemonades 10,147 visits 8,423 unique visits 22,410 pageviews Average time spent in the app: 00:01:56 FACTS & FIGURES (part B)
  • 20. THANK YOU!