Tine Promo COW-SHAKE by Dist Creative, Jimmy Royal

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Industry Non-alcoholic drinks
Media Promo & PR
Market Norway
Agency Dist Creative
Art Director Mats Andre Kristiansen
Designer Daniel Tveiten
Agency Jimmy Royal
Released June 2010

Credits & Description

Category: Best Use of Other Digital Media in a Promotional Campaign
Advertiser: TINE
Date of First Appearance: Jun 1 2010
Entrant Company: DIST CREATIVE, Oslo, NORWAY
Entry URL: http://tinyurl.com/3hn37hc
Art Director: Mats Andre Kristiansen (Jimmy Royal)
Creative Director/Creative: Eirik Soerensen (DIST Creative)
Creative Director/Creative: Finn Knudsen (DIST Creative)
Viral Account Manager: Martine Kveim (DIST Creative)
Strategic Advisor: Kristian Lyse (DIST Creative)
Project Manager: Nina Inberg (DIST Creative)
Designer: Daniel Tveiten (Jimmy Royal)
Production Manager: Lukas Szachanski (Jimmy Royal)
Backend: WOX (WOX)
Brand Manager: Anette Tvenge (TINE)
Frontend: Per Kristian Stoveland (Jimmy Royal)
Media placement: Internet - Own Site And Social Media - Facebook Banners - June 1st, 2010

Describe the objective of the promotion.
In Spring 2010, the Norwegian flavoured milk brand LITAGO launched a new product; 1 litre of chocolate flavoured milkshake.

Create a fun and engaging campaign to position the product in an already crowded market.

LITAGO were already well known for their ordinary flavoured milk products. Because this was a new product (1. Litre milkshake), we had to differenciate it from the other products and focus on the ”shaking”.

Describe how the promotion developed from concept to implementation.
Our solution was to launch a location based smartphone game – Cow-Shake. The game had a simple objective - shake the iconic LITAGO Cow for 20 seconds once an hour. By completing various challenges throughout the game, you could unlock as many as 59 different badges.

The game was fully integrated with LITAGOs Facebook page. You could invite friends to act as your helpers, and each day we revealed hints on where you could shake your phone to receive special badges – just like an old fashioned treasure-hunt!

Explain why the method of promotion was most relevant to the product or service.
LITAGO was already well known for their flavoured milk products. But this time, we were asked to introduce a milkshake. Therefore, it was important to take ownership to shaking.

Describe the success of the promotion with both client and consumer including some quantifiable results.
- During the campaign we gained 36,000 new fans on Facebook (Norwegian population only 4.8 million people) and an astonishing 70,000 posts were made by our followers.
- The application became the most downloaded game on iTunes Norway, with 27,000 downloads during the campaign.
- 223,661 shakes in total, and the average time spent on site was 23 minutes.

During the campaign, the sales of LITAGO products increased 28.9% compared to the previous year. And the new Litago milkshake stood for 10% of the sales, which is extremely good for a new product launch.