HTML5 Branded Mini Games - Indonesia Case Study for Mobile Marketing

KFC Indonesia - Music Factory Post Event Report

SPECTACLE

High Ad Completion Rate: 79.8% of users completed KFC’s mini game ad campaign which lasted for 30 secs

Increased Trust & Relationship Building with users: After participating in KFC’s mini game ad campaign, 53.7% of users voluntarily provided their personal information by providing their mobile number or email address Boosted Call-to-Action Clickthroughs: 37.6% of users clicked-through to listen to a song after engaging with the mini game ad.

Inspired High Repeat Engagements: Users continuously engaged with KFC’s mini game ad campaign on an average of 19.9 times per unique user.

Need for regular marketing / advertising of the BMG ad campaign during event period: The first 3 days of the ad campaign saw the greatest number of users due to promotion of the event on KFC’s social network channels. Regular advertising of the BMG ad campaign every few days is necessary to increase user engagements.

Advertising Channel of BMG Ad Campaign Influences Platform Users: 58% of users used web browsers, compared to 42% of users who used mobile browsers, largely due to promotion of BMG ad campaign through KFC’s social network sites.

www.brandedminigames.com 3

EXECUTIVE SUMMARY

SPECTACLE

Music Factory is a music recording company owned by KFC Indonesia.

Pongki Barata has launched a new compilation album, “Pongki Meets The Stars”, as seen on www.pongkimeetsthestars.com.

The campaign objective is to increase awareness of the album and encourage users to listen to the music.


CAMPAIGN BACKGROUND

• Game Mechanic: Memory Game• Login Mechanic: Facebook or mobile

number• Duration: 2 weeks (4th -18th Sep 2014)• Rewards: 1 Flip bike, 10 CDs and KFC

vouchers• Call-to-Action: Click to listen to the

selected songs • Distribution Channels: a) KFC Facebook Page : 1,184,768 Fans b) KFC Twitter : 176,000 followers c) Singers’ Social Network Sites

http://www.pongkimeetsthestars.com/


GAME CONCEPT

Memory Game

Match the song title with the correct artist before time runs out

Duration: 30 seconds

How to play• Match the artist with their own

songs• Match all the tiles within the time

limit


GAME CONCEPT

The instruction screen informs users how to play the game

Users click on the tile to reveal the artist/song title

The aim of the game is to match artists with the right song title

Continue and try to match as many as possible within the time limit


CAMPAIGN SCENARIO

(1) Users learn about the mini-game ad campaign through KFC’s marketing channels

(2) Users can instantly play the game, which will open in a browser window

(4) Users continue by using Facebook login or a mobile number

(5) Users can complete a Call-to-Action by clicking on the tracks to listen for free

(3) Gameplay ends

SPECTACLE


FUNNEL CONVERSION RATES

X% of users reached the first quartile of the ad

95%do not skip

our pre-roll ad

94%engaged with the brand for

at least 5 secs

80% Mini game ad

completion rate

54%Provided their

personal info

38%Call-to-action Click-through

*Figures in % have been rounded up. See specific % in subsequent slides

SPECTACLE


PLATFORM ANALYSIS

34.32%

2.64%0.44%33.03%

24.94%

0.06% 4.56%

User Platform

Android

iOS

Blackberry

Chrome

Firefox

Opera

Other

58% of users used web browsers, compared to 42% of users who used mobile browsers.

Android was the most popular platform, followed by Google Chrome web browser, influenced primarily by advertising of BMG ad campaign through KFC’s social network sites.

Targeted mobile ad channels e.g. Facebook mobile advertising could see a switch in these stats.


CALL-TO-ACTION: SONG PLAYS

24%

18%

17%

14%

27%

Total CTA Clicks

TULUS 1000 TAHUN

ADA KAMU DISINI

SEPERTI YANG KAU MINTA

STAY CLOSE

SEINDAH BIASA

37.6% of users clicked to listen to a song. Compared to video ad call-to-action average conversion rates of 2.6%, that is 14X more effective.

Seindah Biasa was the most popular song, though it was a small margin of difference compared to other songs.

SPECTACLE

94.6% engaged with the mini game ad for at least 5 seconds VS skippable video ads at 7.14% i.e. 13.2X higher engagement rate

79.8% mini game ad completion rate VS skippable video ad completion rate of 25% i.e. 3.2X higher completion rate

37.6% call-to-action clickthrough rate VS video ad CTA rate of 2.6% i.e. 14.5X higher call-to-action rate

In addition,53.7% of users voluntarily provided their personal information at the end of the mini game by providing their mobile number or Facebook ID.

Boosted Repeat Engagements: Users repeated their interactions with KFC mini game ad campaign on an average of 19.2 times per unique user


KEY PERFORMANCE INDICATORS: BENCHMARK COMPARISON

The closest benchmark (or ‘substitute product’) for Branded Mini Games would be Video Ads. Thus, we compare BMG stats to those of Video Ads as key performance indicators.

*Source: Mobile Marketing Association Study, OMC - Google (YouTube) Agency

SPECTACLE


CONTACT

Deddy Satrya PrihadiSenior Sales Manager - Indonesia

Email : [email protected] : deddy_satrya Website : www.brandedminigames.com

HTML5 Branded Mini Games - Indonesia Case Study for Mobile Marketing

Marketing

Transcript of HTML5 Branded Mini Games - Indonesia Case Study for Mobile Marketing