Guinness St. Patrick’s Day Campaign on Vodafone Live! (Yahoo! Mobile) | MMA Global

Guinness St. Patrick’s Day Campaign on Vodafone Live! (Yahoo! Mobile)

November 25, 2008
Guinness St. Patrick’s Day Campaign on Vodafone Live! (Yahoo! Mobile)
 

In March 2008, Yahoo! conducted a study to measure the brand impact of a mobile campaign on the Vodafone Live! platform.

Using the Guinness St. Patrick’s Day campaign, we surveyed those exposed to the campaign and a matched control sample, to understand differences in:

  • Brand awareness
  • Mobile ad awareness
  • Brand favourability
  • Purchase intent
Results indicate:
  • Campaign results for the target audience, men age 25-44, were extremely positive as a result of exposure to the campaign on Vodafone Live!. Exposure led to:
    • 2.5 million impressions
    • 25%pt lift in mobile ad awareness
    • 12%pt lift in brand favourability
    • 9%pt in purchase intent
  • Benchmarked against online norms, these results emerge as above average or excellent campaign impact
  • Additionally, irregular/non-drinkers of Guinness reacted well with a significant impact on purchase intent.