Mobile Marketing Case Study – Ferrero “Shrek 2 Handy Specials” (12 Snap)

Brand:            Ferrero

Campaign:     Shrek 2 Handy Specials

Goals:

The first branded mobile game:  Shrek and Donkey live in your phone.

Design a very effective and efficient on-pack promotion that drives sales of hanuta and duplo but still is innovative. Use the rights of DreamWorks Shrek 2. Target audience are kids, teenagers and young adults. Targeted country is Germany. No sweepstakes are allowed due to legal reasons, just “add-on/every-ones a winner” mechanics.

Solution:

The Idea: The promotion should promote itself.

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.  1 SMS message with a code in the packages was enough to download the FIRST part of each game.  To continue playing the next game levels, Shrek reminded the consumers to text in another code.  This drove consumption, and yet excited the consumers.

In addition a mobile “picture collection album” – featured by Donkey - could be installed, “reminding” the customer what he is still missing whenever he entered.

Results:

It was the best response rate for a FMCG product on-pack. The self-promotion mechanism kept the people coming back. Donkey and Shrek “lived” on the phone with every part of entertainment and promoted the promotion in a very personal way.

Nearly 10% participated in total. More than 50% participated more than once, which means they bought at least one more multi-pack.  It was rated by Ferrero as one of the most effective promotions in terms of sales and brand image.

About 12 Snap

12snap is an award-winning advertising agency focused on mobile channels. Providing campaign realization and delivery, we develop innovative and effective marketing and CRM programs for top global companies including McDonald’s, Procter & Gamble, Coca-Cola, Budweiser, L’Oréal and Disney. Our campaigns are inspired by one-to-one engagement with mass-market consumers, made possible by the phenomenal growth in ownership and market penetration of mobile handsets.  See www.12snap.com