Case study of award winning mobile marketing campaign on RockeTalk for Perfetti

1. Alpenliebe 2 Choco Éclairs In-app Multimedia Zone
Mobile Marketing Case Study

2. Alpenliebe 2 Choco Éclairs In-app Multimedia Zone
Objective
• To promote & create a buzz for 2 Choco Éclair in terms of viewing the
TVC and further stimulate sharing of the same.
• Downloading 2 Choco Éclair wallpapers and ringtone.
• Engaging audience with brand Contests.
WON 1 Silver Smarties (Mobile Marketing Association) for Brand Awareness

3. How The Campaign was Designed
The idea was to create a special Zone for Alpenliebe 2 Choco on RockeTalk, that worked as a
one stop shop for all brand activities: Video Broadcasts, Content Downloads & User
Engagement brand contests could be accessed and viral across the app.
Poll Contest1: 2-Choco Alpenliebe Zone
Éclair Contest
Poll Contest2: 2-Choclaty TVC Broadcast
Masti Contest
UGC Contest 1: Express Making of the TVC
your Love Broadcast
UGC Contest 2: Dance with Content Download
Kareena
User Gratifications: 2 Choco Éclair gift hampers and a chance to Dance with Kareena

4. High Visibility Zone: Campaign Snapshots
SNAPSHOT S of the 2 Choco Zone on RockeTalk’s prime property: Fun Zone
The Zone could also be
accessed through What’s Hot
and other promotional banners.

5. High Visibility Zone: Campaign Snapshots
SNAPSHOT S of the 2 Choco Zone brand Contests & Poll
Poll questions were kept similar
to that of FB 2 Choco promotion
User Gratifications: 2 Choco to compare the response on
Éclair gift hampers and a both social networks.
chance to Dance with Kareena

6. Let’s talk numbers!
4 Contests: Response
Zone: Views, Downloads
Polls Contest: Response
Poll Name Start Date End Date Entry Received
2 Chocó Éclair 4/23/2012 5/31/2012 45684
2 Chocolaty Masti 5/11/2012 5/18/2012 11948
UGC Contest Entry Received Moderated
Express Your Love (May 11 - 31) 527 361
Dance with Kareena (May 15-
436 123
31)
Total Unique Total from WAP WAP Unique Total from App App Unique
TVC Views 6551302 4732565 3179251 5625226 3372051
Making of Ad
4162469 3963236 2282144 5262172 1880325
Views
Zone Views 8299538 7788997 4329769 9143606 3969769
Wallpapers Ringtone
Total Download
Download Download
1145130 136664 1281794

7. Target Vs Delivery,
Circle-wise Performance
Zone Targeted Tot al Final Delivered
TVC Views 10000000 10357791
Making of the Ad Views 0 9225408
Zone Views 0 16932603
Content Downloads 1000000 1281794
Average time spent on zone (per
2.09 Minutes
user in one login)
City/Circle Views in %
12.0%
10.0%
8.0%
6.0%
4.0%
2.0%
0.0% Views in %
Haryana
Karnataka
AP
HP
Delhi
Gujarat
Kerela
Punjab
MP
Maharashtra
Chennai
J&k
Rajasthan
Mumbai
Assam
Kolkata
Bihar
Orissa
UP (west)
Andaman & Nikobar
North East
UP (East )
West Bengal

8. Top 20 Handsets,
Break up of Users by Age
Zone Views - Top 20
Mobile Handsets
Age Percentage
Nokia 5230 18 37.8%
NokiaN72
18 to 24 35.0%
Nokia2690
NokiaX2-01 25 to 34 18.2%
Nokia3110c
35 to 50 7.0%
Nokia 6120
Nokia2700c-2 50 2.0%
NokiaC1-01
NokiaC3-00
NokiaX2-00
Nokia Asha300
Nokia 5310 Express Music
Nokiax-302
Blacberry9300
Blacberry8520
Nokia C7
Nokia N71
Nokia E61i
Nokia E63
Samsung8510

9. sameer@rocketalk.com