MUST uses multi-channel ‘virtual character’ to boost sales
Bubble Gum brand MUST used a virtual character ‘Mustika’ to create brand awareness and increase market share and sales, via a multi-channel competition.
The more the users engaged with the character more points hey gained, improving the chance to win the competition. To engage the users they were made to be involved from creating the character to sending it to friend. Every time they interacted with the character they gained points. The grand prize for the competition was a trip for 2 to Paris, the next 3 winners were awarded a personal supply of MUST Gum for a year. The campaign’s maximum potential exposure was attained and the average frequeny of the campaign was 4.3.
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Brand: MUST Bubble Gum| Sector: Entertainment| Agency: LH Media, Media Mind | Format: Behavioural Targeting, Rich Media, Email, Social
“We saw from the results that this campaign was different… In a typical campaign, as the frequency rises, the interaction rates tend to go down. But here, because we used behavioural targeting, it was as if the user was shown the banner for the first time and continued to interact. MediaMind’s Behavioural Targeting definitely did its job.” – Tomer Poplavski, Head of Interactive Department at LH Media