Mentos DM SPIDER SWIPER APP by The Martin Agency Richmond

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Industry Candies
Media Direct marketing
Market United States
Agency The Martin Agency Richmond
Account Supervisor Christine Bouyea
Released January 2012

Credits & Description

Category: Direct Response Digital: Mobile Marketing
Advertiser: MENTOS
Product/Service: CONFECTIONARY
Chief Creative Director: John Norman (The Martin Agency)
Group Creative Director: Fabio Costa (The Martin Agency)
ACD/Writer: Mike Lear (The Martin Agency)
ACD/Art Director: Dustin Artz (The Martin Agency)
Group Account Director: Marc Kempter (The Martin Agency)
Senior Account Executive: Beau Brown (The Martin Agency)
Account Supervisor: Christine Bouyea (The Martin Agency)
Executive Digital Producer: Lalita Koehler (The Martin Agency)
Digital Producer: Travis Smith (The Martin Agency)
Game Developer: Graeme Devine (Tool)
Media placement: :30 TV - ESPN, FOX. CW, ABC.... - 16/1/12
Media placement: Mobile App - App Store - 16/1/12

Describe the brief/objective of the direct campaign.
We were after new, young, Mentos customers. We knew they were mobile, savvy, casual gamers, so we set out to create a new trial via mobile.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.

We created a television spot that strongly tied back to the app. That spot was launched during the NFL playoffs, which gave us a captive audience with our young demographic. We hoped to create something people would want to download and spend time with. After you beat certain levels of the game, you were given a coupon for a free roll of Mentos. We hoped to reach a couple of hundred thousand downloads at launch. Instead, we reached over 2m.

Explain why the creative execution was relevant to the product or service.
Mentos is known for its 'fresh take' on life. We kept the execution fun and quirky with addictive game play. Our young, mobile target loved that we delivered a fun casual game which also got them a free product.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
We hoped to get a couple of hundred thousand downloads. The app reached number 4 in the App Store the weekend it launched and hit over 2m downloads at launch and has logged over 12m minutes of gameplay to date. Sales increased and coupon redemption was healthy. And maintaining a high position in the App Store has helped us to continue to gather new customers.