KFC Indonesia - Music Factory Post Event Report
SPECTACLE
High Ad Completion Rate: 79.8% of users completed KFC’s mini game ad campaign which lasted for 30 secs
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
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
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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
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
SPECTACLE
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PLATFORM ANALYSIS
34.32%
2.64%0.44%33.03%
24.94%
0.06% 4.56%
User Platform
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.
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CALL-TO-ACTION: SONG PLAYS
24%
18%
17%
14%
27%
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.
SPECTACLE
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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KEY PERFORMANCE INDICATORS: BENCHMARK COMPARISON
The closest benchmark (or ‘substitute product’) for Branded Mini Games would be Video Ads. Thus, we compare BMG stats to those of Video Ads as key performance indicators.
*Source: Mobile Marketing Association Study, OMC - Google (YouTube) Agency
SPECTACLE
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CONTACT
Deddy Satrya PrihadiSenior Sales Manager - Indonesia
Email : [email protected] : deddy_satrya Website : www.brandedminigames.com