PEDOMETER APPLICATION by Digitas Boston for MGD

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PEDOMETER APPLICATION

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Industry Beers and Ciders
Media Promo & PR, Case study
Market United States
Agency Digitas Boston
Released March 2010

Credits & Description

Category: Best Use of Other Digital Media, including Mobile Devices
Advertiser: MILLERCOORS
Product/Service: MGD 64 BEER
Agency: DIGITAS
Agency: DIGITAS
Date of First Appearance: Mar 6 2010 12:00AM
Entrant Company: DIGITAS, Boston, USA
Entry URL: http://www.nycworkshowcase.com/shows/cannes%5F2010/pages/mgd64MEDIA_A12.html
Vice President Marketing: Josh Ehart (Digitas)
Manager Marketing: Julie Wexler (Digitas)
Senior Associate Marketing: Christina Mannarino (Digitas)
Vice President /Group Director Creative: Kevin McElroy (Digitas)
Associate Director Creative: Crystal Smith (Digitas)
Associate Art Director Creative: Daphne Karagianis (Digitas)
Vice President/Director Creative Technology: Van Eiseman (Digitas)
Principal Software Engineer: Jared Wheeler (Digitas)
Manager Creative Technology: Jeremy Margaritondo (Digitas)
Brand Manager MGD 64: Tristi Pfeiffer (MillerCoors)
Media placement: IPhone Application - Apple App Store - 06/03/2010
Media placement: Social Media Fan Page - Facebook - 06/03/2010
Media placement: Group Challenges - Facebook - 06/03/2010

Results and Effectiveness
Within weeks of launch, the application had over 18,000 users who were taking the MGD 64 brand along with them on walks and jogs, and sharing their progress on Facebook. Many of the Group Challenges were completed earlier than expected and received positive feedback from fans.

Creative Execution
The MGD 64 Pedometer app is a pedometer, step counter and calorie counter app with a twist: users can tackle Group Challenges with others via Facebook Connect. The app delivers real value: it’s free and functions as well or better than other paid pedometer apps available. To promote the application, the brand leveraged its existing Facebook community, as well as its Rock ‘n’ Roll Marathon sponsorship, experiential and retail teams.

Insights, Strategy & the Idea
MGD 64 drinkers are social, health-conscious and always on the go. They love MGD 64 for its crisp taste with only 64 calories. The MGD 64 Pedometer app provides the real utility of a pedometer, supports its users’ active lifestyles, and helps them connect with like-minded consumers through a little friendly competition.