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Pantera vs Tigretón: Choose side & play


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A case of digital gamification marketing

Published in: Marketing, Sports, Business
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Pantera vs Tigretón: Choose side & play

  1. 1. Choose side & play © 2013 Gestazión |
  2. 2. Victor Moreno Pantera Super Fan Ramiro Sueiro Tigretón Addict 2
  3. 3. There are some legendary rivalries between brands... 3
  4. 4. ...and a very special one 4
  5. 5. They’ve been with us for a long, long time Since 1974 Since 1973 5
  6. 6. Currently, consumers are basically ‘nostalgics’ 6
  7. 7. The challenge for 2013 Give new life to the brands and their particular rivalry in order to: Position the product for the 15 - 24 years-old target Boost sales Gain Social Media awareness 7
  8. 8. Digital strategy Web and mobile gamified loyalty at two levels... 8
  9. 9. A collective challenge Choose your side and join! The Different The Compelling 9
  10. 10. Two individual challenges Be a ‘Pantiger’ and unlock all kinds of advantages! Upgrade your level With the barcodes you’ll find on Pantera Rosa or Tigretón wrappers. The more codes, the more levels you’ll unlock and the better the prizes you can win every month. 10
  11. 11. Two individual challenges Be a ‘Pantiger’ and unlock all kinds of advantages! Raise your Social Score Like, comment, tweet or share monthly contents from Pantera or Tigretón. 11
  12. 12. A duel. Two rivals. One winner… BIMBO After being active for only 4 months, the gamified loyalty marketing strategy is already starting to deliver results: 38.000 Registered users 72.500 fans & followers 47.000 social interactions Average interaction per user: 12,00 Turnaround in sales evolution •  Pantera: from -13% to -1% •  Tigretón: from -8% to +6% 12
  13. 13. What about you... Are you Pantera or Tigretón? Applause for Pantera Rosa Applause for Tigretón 13
  14. 14. Look for this sign in the coffee area We’d like to invite you all to enjoy your favourite treat during the break 14
  15. 15. Thank you very much for your attention J 15