Advertiser: YUM! RESTAURANTS CANADA
Agency: MEDIACOM
Category: Best Use of Digital Media
Group Account Director: Chris O'Hara (MediaCom Canada)
Chief Client Officer: Viki Alincy (MediaCom Canada)
Account Director: Kiera Yeates (MediaCom Canada)
Account Planning Supervisor: Marissa Robinson (MediaCom Canada)
Execution
By purchasing certain menu items, customers received limited-time PINs that they could enter on Xbox.ca or the Taco Bell branded destination experience on Xbox Live created for this promotion. This allowed them to access exclusive weekly content, prizes, branded avatars and props. There was a short window to activate the PIN and the more the gamer collected, the faster he or she would unlock content. The campaign was promoted in stores, on Xbox Live and Xbox.ca, on Facebook and the Xbox newsletter as well as with TV & online media advertisements.Taco Bell became the first and only brand to have permanent ad placement on Xbox.ca, to run a contest and prize program on Xbox.ca, to provide a custom avatar props, to offer exclusive Halo 4 content before game release, to create a custom branded hard-coded Xbox and to receive promotional placement on Xbox Facebook and in Xbox subscriber newsletters.
Effectiveness
We built something really special in a unique and first-of-its-kind partnership with Xbox.We hit our business goals and saw 30,000 repeat visits to Taco Bell. After just two weeks, we had over 5,500 unique PIN entries. During the campaign’s duration, we delivered 17 million impressions and generated 44,000 PIN entries.
Strategy
Converting virtual X-Box rewards into 30,000 repeat visits to Taco Bell: A first its kind in Canada.Our math showed that if just 5% of Taco Bell fans visited one more time each month, we could turn business around. How do you bring them back? For the answer, we looked to our proprietary “Digital Living Room” study. The average home contains more than five screens and video games is a central activity. Taco Bell brand lovers were gamers and we discovered that we could reach half of them through the Xbox platform.Gaming culture taught us a few things: •Brands wishing to befriend a consumer must ‘bring something to the party’.•Gaming culture is built on virtual achievements and rewards.•Awareness and image advertising alone would not be enough.Taco Bell was the first brand in Canada to reward customers with virtual gifts and avatar items.