Mio: MIO ENERGY CAPTURE THE NIGHT

Credits & Description:

Advertiser: KRAFT
Agency: SS+K
Category: BEST INTEGRATED CAMPAIGN LED BY MOBILE
Advertising campaign: MIO ENERGY CAPTURE THE NIGHT
Copywriter: Armando Flores (Ssk)
Designer: Craig Pierce (Ssk)
Svp/Director Of Production And Operations: John Swartz (Ssk)
Chief Creative Officer: Bobby Hershfield (Ssk)
Executive Producer: Elizabeth La (Ssk)
Director Of Business Affairs: Jennifer Bilyk (Ssk)
Art Director: Kat Lam (Ssk)

Brief Explanation
Inspired by MiO Energy’s portability and our young target’s embrace of music, social sharing and technology, we created Capture the Night, a mobile campaign that lets consumers experience the MiO Energy brand while they go about their night owl lifestyle. At the center of the campaign was an exclusive track produced by Steve Angello of the band Swedish House Mafia. This track was split into segments and locked on MiONights.com. If our consumers and Steve’s fans wanted to hear the new track, they had to unlock it by posting to Instagram nightly.The cross-channel program focused on engaging night owls in ways that would support and fuel how they naturally used technology and platforms for late night activities. MiONights.com served as the campaign hub and a jumping-off point for consumers to engage. Users first authorized their Instagram accounts, permitting the site to display any photos they tagged #MiONights while out between 6pm and 6am. Those photos, in turn, helped to unlock the exclusive track. The site visually signalled this active period by switching from green in the evenings to red during the daytime – not-so-coincidentally the colors of MiO Energy’s two flavors. Users could return to MiONights.com over the course of the program to see their photos and other users’ photos arranged in a gallery organized by hours of the night. As these photos flooded in, users could also hear more of the track, eventually snagging a free download once the song was fully unlocked.We also developed an ongoing content strategy on Instagram to drive discovery of the program and inspire our consumers with different ways to capture the night. These ‘lead by example’ posts included late night activities such as hanging poolside, a rooftop party, late-night karaoke, etc. While some of these posts were shared on MiO Facebook and Twitter accounts, they more importantly became the content that fueled our paid social media strategy, allowing us to intercept and capture Steve Angello fans and the larger EDM community through targeted page post ads and promoted tweets. This targeted strategy has been successful:210,000 visits to MiONights.com with 57% more efficient clicks to our MiONights.com than previous MiO campaignsEngagement rates of up to 3% on promoted content and more than 6% engagement with organic content on InstagramMore than 50% growth of the MiO Instagram account12-15MM impressions of the #MiONights hashtag with 1,465 total photos tagged