Tuesday, June 10, 2014

How Gillette used Mobile Marketing

Gillette’s brand awareness

This is one of the more bizarre mobile campaigns I’ve seen, but it did achieve decent results for Gillette.
It involved rich media mobile ads that prompted users to ‘begin a race’. This launched an interactive game that required people to shave F1 driver Bruno Senna using a car shaped as a razor.
Users could then purchase a razor from within the ad unit or share the game via social media.
The ads were targeted at males with a mid to high disposable income and achieved a CTR more than twice industry standards.
More than 20% of users who engaged with the ad once ended up replaying the game. However we don’t know what impact it had on brand awareness.
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