Выступление Stefaan Maene - Square Melon International, Group Head Digital & Social Strategy, на Саммите Digital Branding - Best Cases. Сессия 5 "Mobile Marketing &Apps " 26 Октября 2012. www.digital-branding.ru

2. Fanta ‘Taste me if you can’ campaign

4. Aim of the game

5. The aim of the game is to collect as many Fanta bottles
as possible that can be found both online and offline.
This is a direct link to the TV commercial where we see Andy
who is being followed by his friends: they want his Fanta.

7. Collecting bottles: online
Online, the bottles are hidden in banners, on Google, on the
Fanta site, Fanta’s Facebook page, Walibi and Subway,
Spotify, YouTube, Hyves, Skoften, GamingOnly, etc.
By clicking on a bottle you go to the action page where you
have
the possibility of claiming the bottle (unless the bottle has
already been given to someone else). There are bottles that
can be taken by everyone and bottles you can take from each
other (the person who has taken the bottle after 24 hours or a
week remains the owner).

10. Collecting bottles: offline
Offline, the bottles can be found at bus/tram shelters,
at sampling locations or in Subway restaurants.
By scanning the QR code near the bottle image or by
entering the URL in your mobile browser you will go to a
mobile page. This mobile page then checks your location
(a player must allow this). You can then grab the bottle or,
if you aren’t a participant yet, register and then grab the
bottle.

12. Division of bottles

13. Division of bottles

14. Duration of the chase
We have a three-week campaign period that is subdivided in
three runs; the top 3 of each run is automatically qualified for
the final chase in Walibi Holland.
There will also be a timer on the action page showing how
long
a run will last. This contributes the to competition feel.
You of course play against opponents but also against the
clock.

15. Andy’s Tips

16. Tips
An important element in the campaign is continuous stimulation
to find other bottles, especially at the moment when a participant
is in the game modus. This means that we want to have tips and
hints on the campaign’s site.
Whether a participant goes there because he has found a bottle
or because he wants to see the ranking, there are always hints
spurring him on to find new bottles.
Tips are placed on the action site through a Twitter feed that
still needs to be created.

17. Tips: andy’s TweetTip
TweetTips vanuit Andy
Speel jij al mee in de chase om je eigen partij te winnen? Ik maak het
makkelijk voor je omdat het vrijdag is! bit.ly/t4rN3q #tastemeifyoucan
Twitter feed in
Fanta action site

18. Banners

19. Windmaster

20. Abri

21. #Googl
e

22. Abri

29. Sampling

30. Real life chase in Walibi

31. Real life chase in Walibi
The Final Chase takes place on 2 June. The participants
enjoy the park and the attractions. They will receive hints
via SMS
for 2.5 hours.
The hint has to do with where Andy is standing in the
park.
He is at a different location each time. The person who
finds him first, gets a bottle.
In case of a tie, we look at the total time that
was needed to get the bottles.

32. 1st Prize

33. 2nd Prize

34. 3rd Prize

37. Fanta The Chase in numbers

38. Figures
• 1x action site
• 12 banners in 64 versions
• 23 JPEG banners in 60 versions
• 100 fridge clings and cash desk ‘toppers’ in 100 Subway
restaurants
• 1 Twitter channel Andy
• 1 Facebook Fanta
• 1 Facebook Subway
• 1 Facebook Walibi
• 1 Fanta Friday Hyves
• 1 Fanta.nl
• 6 sampling actions
• 9,500 e-mailings
• 96 bus/tram shelters with location-based QR code/url

39. Participants
Participants
25000
20000
15000
10000 Participants
5000
0
7 may
3 May

40. Bottles
Bottles
45000
40000
35000
30000
25000
20000
15000 Bottles
10000
5000
0
3 May
7 May

41. Shares
FB Shares (5.018)
Hvs Sahres (3.675)

42. Flessen
Public Bottles
(17.506)
Mobile Bottles
(1.608)
‘Snatchable’ bottle
(20.011)

43. Registrations
FB (12.027)
Hyves (7.323)

44. Figures 2
• Aim: between 7,500 and 10,000 active participants
(and 20,000 to 25,000 registrations)
• 19,350 Active participants
• Via Facebook 12,027
• Via Hyves 7,232
• Total 39,324 bottles grabbed
• Total 17,056 Public bottles
• Total 20,211 ‘Snatchable’ bottles
• Total 20,191 bottles that have switched owners
• Total 1,608 mobile bottles taken

45. Figures 3
• 12% conversion rate on the Spotify homepage advertorial
• 11% conversion rate on the Hyves homepage advertorial
• 11% conversion rate on the Spotify audio spot
• 9% conversion rate YouTube masthead
• 7% conversion rate on the Young Advertising ROC

46. Figures 4
Twitter
• 129 tips were given during the action through the Twitter
channel
• These could be seen in a Twitter frontline on the action
site
• The channel has 192 followers
• Active Twitterers immediately asked about the solution of
the hints
• Few negative Tweets

47. Figures 5 (Mobile Bottles)
Mobile Bottles
• Sampling (42-46), (182-186), (328-332), taken 0 times
• Bus/tram shelter/Subway (42-46) taken 2 times
• Subway (200-204) taken 14 times
• Subway (338-324) taken 30 times
• Bus/tram shelter LAYAR (4) taken 0 times
• Bus/tram shelter (47-51) taken 223 times
• Mobile ads …… taken 1,339 times

48. HQ Square Melon International
Digital Fuel For Brands
Schaarbeeklei 647
1800 – Vilvoorde
Belgium
Brussels – Paris – Amsterdam – London – Moscow – Kiev - Minsk