Case Study: Engaging Mother Dairy Ice Creams fans on Facebook

How AliveNow helped engage the Ice Cream loving audience on the Mother Dairy Ice Creams Facebook

page!

The Challenge

• Mother Dairy Ice Creams on Facebook (www.facebook.com/Mother dairyicecream) is the official Facebook page with thousands of fans.

• Mother Dairy Ice Creams approached us to see what interesting, creative and viral ideas we had. They wanted to try Facebook platform to increase the fan base and engage the fans.

• The audience on the page were young and outgoing in nature. They had passion for Ice Creams.

• We came up with a simple but a viral game application on Facebook to engage with the audience on Mother Dairy Ice Creams and the campaign was a huge success!

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Strategy and Approach

• Knowing that the audience on the Mother Dairy Ice Creams page were very passionate about Ice Creams in general, we decided to come up with an addictive game and gave away goodies to winners

• We came up with the ‘Ice Truck Grabber Challenge’ game application.

• In this game application, a user has to catch as many Ice Creams as possible in the Mother Dairy Ice Cream truck and score high to stay on top of the leader board. Based on the top scores, fans were rewarded by way of goodies from Mother Dairy Ice Creams.

• We used the Facebook application platform and the Facebook Ads platform to reach the right audience and achieve the desired results.

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Ice Truck Grabber Challenge - Landing Page

Game - Landing page

Once the user lands on the page, they have to ‘LIKE’ the page to enter the game to take part.

If a user doesn’t LIKE the page, then the fan cannot take part in the contest.

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Rules

After ‘LIKING’ the page, the Instructions for the game is shown.

Details on how to play the game was given in a detailed and graphical manner.

After reading , they have to click on ‘PLAY’ to take part in the contest.

Ice Truck Grabber Challenge - Instructions

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Play the Game!

Clicking on the ‘Play’ will ask the fan to ‘allow’ the app on Facebook. Next, the permissions will be taken where the user’s e-mail id will also be captured.

Ice Truck Grabber Challenge - Game Page 1

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Ice Truck Grabber Challenge - Game Page 2

After clicking on the ‘Go to App’, the permission to post on the user’s wall is taken and their email id also being captured!

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Play the Game!

Clicking on the ‘Allow’ the page will be directed to the game interface where the real fun begins!

The more Ice Creams they catch, higher will be their score!

Ice Truck Grabber Challenge - Game Page 3

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Features in the Game

The Challenge of playing this game is that the frequency of Ice Creams is high and there were also many bombs in the middle.

Fans will have to play without being hit by the bomb! If they get hit by one, a life is lost. And they have 3 lives.Additionally they can also catch a falling fruit to

gain a lost life. A fan can play till he losses all the lives, which increased the virality of the whole game.

Ice Truck Grabber Challenge - Game Page 4

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Score Page

Once the game gets over, the score will be displayed along with a congrats message.

If the user wishes to play again, one can do so by clicking on ‘Play Again’ button.

This page also had the share element, which enabled the fans to share it with their friends!

The fans can see if they are on the leader board just by clicking on the leader board button after submitting the score. In order to win goodies, the scores should be submitted.

Ice Truck Grabber Challenge - Congratulations

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Submit Score

If a fan wishes to submit the score, he has to fill in the details.

The contact form had details like, Name, Email Id, Contact Number and Address.

After entering the respective fields, one can submit the score.

Ice Truck Grabber Challenge - Submit Score

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Ice Truck Grabber Challenge - Landing PageLeader BoardIf a fan wishes to see the leader board, just clicking on the button would show the list of people with high scores.

This feature made many fans come back to play the game just to stay on the top of the leader board. Fans can play any number of times and submit scores.

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Promoting the Mother Dairy PagePromoting The Game on the Page

The game was also extensively promoted on the page and the response was tremendous!

This post had 103 likes and 1 share!

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Promoting via Targeted Facebook Ads

• Besides engaging the existing audience of Mother Dairy Ice Creams, we also wanted to reach a new audience via highly targeted Facebook ads.

• We used targeted facebook ads in a very well manner with many targeting criteria to reach the right untapped audience.

• Targeting was done based on the following:• First only in cities where Mother Dairy Ice Creams had its presence. • Audiences which had keywords like - Food, Ice Cream, Fast Food, Sundaes,

Various Ice Cream flavors, Various sauces, etc. • This way, we reached the right audience and got an optimal ROI on the ad

spends done.

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The Results - Ice Truck Grabber Challenge

• The Mother Dairy Ice Creams ‘Ice Truck Grabber’ game application was live on the Facebook page and ran for a period of 2-3 months.

• During this period, the response was overwhelming, on all parameters, the campaign was a success. Few important numbers are given below.

ParameterTime period

Number

No. of New LIKES

3 weeks 12,000+ New Likes in 3 weeks.

No. of entries to the contest

3 weeks Over 1,000 entries in all.

No. of winners 3 weeks9 winners got Mother Dairy Ice Creams Goodies.

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Thank You!

For more details regarding the ‘Ice Truck Grabber’ Campaign for Mother

Dairy Ice Creams, write to us at contact@alivenow.in with your queries.

Visit us at www.alivenow.in to learn more.

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