With an impressive 79.8% game completion rate and 94.6% user engagement rate with the advergame for at least 5 seconds, our Branded Mini-Games has become the most interactive and engaging advertising when compared to other forms of rich media.
Our features include :
- Multiple game play mechanics - swipe, jump, pick and many many more
- Social features include leaderboard & competition mode
- Cost-per-engagement pricing
- Various choices of call-to-action
Whether you are a brand, agency, publisher or ad network, Branded Mini-Games can help transform your digital marketing results and open up mobile advertising avenues for your business.
2. High Ad Completion Rate: 79.8% of users completed KFC’s mini game ad campaign which lasted for 30 secs
SPECTACLE
Increased Trust & Relationship Building with users: After participating in KFC’s mini game ad campaign, 53.7% of users
voluntarily provided their personal information by providing their mobile number or email address
Boosted Call-to-Action Clickthroughs: 37.6% of users clicked-through to listen to a song after engaging with the mini game
ad.
Inspired High Repeat Engagements: Users continuously engaged with KFC’s mini game ad campaign on an average of 19.9
times per unique user.
Need for regular marketing / advertising of the BMG ad campaign during event period: The first 3 days of the ad campaign
saw the greatest number of users due to promotion of the event on KFC’s social network channels. Regular advertising of
the BMG ad campaign every few days is necessary to increase user engagements.
Advertising Channel of BMG Ad Campaign Influences Platform Users: 58% of users used web browsers, compared to 42% of
users who used mobile browsers, largely due to promotion of BMG ad campaign through KFC’s social network sites.
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EXECUTIVE SUMMARY
3. SPECTACLE
Music Factory is a music recording
company owned by KFC Indonesia.
Pongki Barata has launched a new
compilation album, “Pongki Meets The
Stars”, as seen on
www.pongkimeetsthestars.com.
The campaign objective is to increase
awareness of the album and encourage
users to listen to the music.
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CAMPAIGN BACKGROUND
• Game Mechanic: Memory Game
• Login Mechanic: Facebook or mobile number
• Duration: 2 weeks (4th -18th Sep 2014)
• Rewards: 1 Flip bike, 10 CDs and KFC vouchers
• Call-to-Action: Click to listen to the selected
songs
• Distribution Channels:
a) KFC Facebook Page : 1,184,768 Fans
b) KFC Twitter : 176,000 followers
c) Singers’ Social Network Sites
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GAME CONCEPT
Memory Game
Match the song title with the correct artist
before time runs out
Duration: 30 seconds
How to play
• Match the artist with their own songs
• Match all the tiles within the time limit
5. www.brandedminigames.com 5
GAME CONCEPT
The instruction screen
informs users how to play
the game
Users click on the tile to
reveal the artist/song title
The aim of the game is to
match artists with the right
song title
Continue and try to match as
many as possible within the
time limit
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CAMPAIGN SCENARIO
(1) Users learn
about the mini-game
ad campaign
through KFC’s
marketing channels
(2) Users can instantly
play the game, which
will open in a browser
window
(4) Users continue by
using Facebook login
or a mobile number
(5) Users can
complete a Call-to-
Action by clicking
on the tracks to
listen for free
(3) Gameplay ends
7. SPECTACLE
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FUNNEL CONVERSION RATES
X% of users
reached the first
quartile of the ad
95%
do not skip our
pre-roll ad
94%
engaged with the
brand for at least
5 secs
80%
Mini game ad
completion
rate
54%
Provided their
personal
info
38%
Call-to-action
Click-through
*Figures in % have been rounded up. See specific % in subsequent slides
8. SPECTACLE
0.06%
User Platform
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PLATFORM ANALYSIS
34.32%
2.64%
33.03% 0.44%
24.94%
4.56%
Android
iOS
Blackberry
Chrome
Firefox
Opera
Other
58% of users used web browsers, compared to
42% of users who used mobile browsers.
Android was the most popular platform,
followed by Google Chrome web browser,
influenced primarily by advertising of BMG ad
campaign through KFC’s social network sites.
Targeted mobile ad channels e.g. Facebook
mobile advertising could see a switch in these
stats.
9. 27%
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CALL-TO-ACTION: SONG PLAYS
24%
18%
17%
14%
Total CTA Clicks
TULUS 1000 TAHUN
ADA KAMU DISINI
SEPERTI YANG KAU
MINTA
STAY CLOSE
SEINDAH BIASA
37.6% of users clicked to listen to a song. Compared
to video ad call-to-action average conversion rates
of 2.6%, that is 14X more effective.
Seindah Biasa was the most popular song, though it
was a small margin of difference compared to other
songs.
10. KEY PERFORMANCE INDICATORS: BENCHMARK COMPARISON
The closest benchmark (or ‘substitute product’) for SPECTACLE
Branded Mini Games would be Video Ads.
Thus, we compare BMG stats to those of Video Ads as key performance indicators.
94.6% engaged with the mini game ad for at least 5 seconds VS skippable video ads at 7.14% i.e. 13.2X higher engagement
rate
79.8% mini game ad completion rate VS skippable video ad completion rate of 25% i.e. 3.2X higher completion rate
37.6% call-to-action clickthrough rate VS video ad CTA rate of 2.6% i.e. 14.5X higher call-to-action rate
In addition,
53.7% of users voluntarily provided their personal information at the end of the mini game by providing their mobile number
or Facebook ID.
Boosted Repeat Engagements: Users repeated their interactions with KFC mini game ad campaign on an average of 19.2
times per unique user
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*Source: Mobile Marketing Association Study, OMC - Google (YouTube) Agency
