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MarketingSherpa Summary:
Creative competition for instant messaging (IM) wraps is getting intense, with portals such as Yahoo! offering dozens of branded IM options to consumers. We love the fact that a paper towel company was creative enough to OK an IM campaign test, and well over half a million consumers downloaded it. The campaign got truly interactive by taking advantage of the well-known psychographic fact that most women adore quizzes. It's genetic. We can't help ourselves.
Agency - Response Media
Client/company - Georgia Pacific
Brand campaign was conducted for - Brawny
Launch date of campaign - March 2004
Target audience/demographic - Women
Campaign Goal:
We created a Yahoo! custom instant messenger for our client Brawny which got the meesage out about the newly launched Brawny man, created buzz about it, and enabled users to inherently pass along a quiz and contest to let women know if their man was a "Brawny Man". The caption reads, "Brawny - Is your man a Brawny man? Only the Brawny IMVironment lets you put your man to the test and find out! After you take the quiz, click to visit the site and check out the Brawny Man Contest! "
Creative:
We saw total impressions by meesages sent and recieved, total entries into the quiz and contest and signups for the database. We also saw pages of websites that picked up and referred to the IMV download page.
Seed Strategy:
Posted it on Yahoo, announced it to our own database. We also let the fun application proliferate itself on the web!
Buzz Generated:
Just run searches on brawny imv, and you can see some blogs/listings.
Specific (Goal-Related) Campaign Results:
More than 615,000 Brawny Man IMV's downloaded -over 20,000,000 messages sent from it -over 6MM unique users of brawny man IMV tools and saw 100's of thousands of entries and opt-ins.
Biggest Learning:
Would make the tools in the IMV more robust, and include multiple offerings for games, contests and coupons in the IMV in order to appeal to broader audience. I would also promote through media more fully to drive more downloads and buzz.
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