Little Tom ice cream quiz
Overview
The Little Tom ice cream quiz campaign made use of ordinary solutions but stood out for its excellent results.
Values
- The campaign used ordinary solutions but its excellent results made it stand out from similar campaigns. There is no need to worry about tried and tested solutions – when the content is good, they work!
- The campaign was cost-effective, with a very low contact price and low involvement cost.
- The quiz proved so compelling that as many as 88% of the 75,000 visitors took part.
- ‘Send to a friend’ brought in a further 13,000 visitors – an outstanding level of social involvement for a country as small as Estonia.
- The campaign drew the attention of 75,000 people, which is almost 10% of all Estonian Internet users. This kind of number is rarely achieved in the country, not far off the number of people who voted online in the e-elections in 2009 (105,000).
- The campaign took place in summer (from May to July), when Internet use is traditionally at its lowest. The results were nevertheless very good.
Goals
- To promote the brand’s values via an entertaining medium
- To attract the attention not only of children (the usual target group for ice cream) but also of an older target group (20+)
Home page
Quiz
Send your own questionKliendi hinnang
Katre Kõvask
Director of Marketing, Tallinna Külmhoone
Such a high level of interest in an online game and new ice cream products came as a surprise to Premia. Our experience to that point in Internet marketing had been average at best, but we were very positively surprised by the campaign – in the first three days, when were we still only using web banners on Neti and Rate and a couple of smaller sites, we got around 14,000 individual players!
There hasn’t been a consumer game anywhere near this successful – one that won thousands of people’s attention that quickly – in Premia’s history.
We were also surprised by the broad range of profiles of the fans of the campaign, with all age groups equally represented, and the number of comments the game has drawn – almost a thousand so far. Just looking at the numbers it’s clear that the campaign had something of a snowball effect as it rolled on from friend to friend, picking up players as it went. By the thousands!
Results
Campaign period: 18.05 - 30.07.2009| Unique visits | 75 000 (= ca 10% of Estonian Internet users) |
| Quiz participants | 66 000 (88% of visitors took part, as was the aim of the campaign) |
| Quizzes commenced | 648 000 |
| Quizzes completed | 251 000 |
| Quiz wins | 74 000 |
| Total comments | 4 200 |
| ‘Send to a friend’ brought the campaign | 13,000 new users (17% of all users) |
| One visitor took part on average in | 4 quizzes |
| One visitor viewed on average | 13 pages (10 minutes) |
| Proportion of visitors aged 20+ | 92% |
| Investment in bringing one visitor to the site | 0,12 € |
| Investment in one instance of desired action (involvement) | 0,17 € |
| E-mail addresses agreeing to direct marketing | 29 000 |