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Marketing Objectives:
To raise the word of mouth buzz and volume about and to create stickiness for the Nestle Butterfinger, (no pun intended) amongst the Gen Y target. To provide comprehensive and measurable reporting and results.
Process:
GPR conducted online cultural-anthropological research via our proprietary IP process, and mapped out specific Gen Y target segments showing which trends, brands and digital creative were the most popular amongst each segment. GPR realized that for a brand to be adopted by this “hard to reach” consumer audience, that the brand needed to enable Gen Y to have a stimulating, engaging and memorable experience directly with the Butterfinger brand. GPR designed an extremely compelling digital piece of flash creative that was interactive, instantly loading and flash based. The Butterfinger Kaleidoscope player was built in flash 4 far in advance of any other creative that existed online for such. The player contained:
- (1) 6 streaming tracks of music
- (2) an interactive kaleidoscope of the brand itself (using proprietary gamer coding together with flash action script)
- (3) ability to save as a screensaver
- (4) wallpaper
- (5) viral tools of emailing or IMing a friend
- (6) saving to favorites
- (7) a link out to Coca-cola’s Rocketcash
- (8) the entire kaleidoscope clicked through the butterfinger.com. Designed and executed a DTC and DTI integrated online campaign and provided comprehensive reporting and quantification
Results:
Butterfinger sales amongst the Gen Y demographic increased exponentially. Website traffic to butterfinger increased over 1200% from the beginning of the campaign. Butterfinger was positioned as “cool” amongst the target.
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