Challenge
In the summer of 2014, Menta gas station convenience stores launched a new range of products, Joe’s Frozen Fruit Shakes. We determined that in order to reach the target audience, we would need to use an app, the media platform that today offers maximum potential for exposure. For this purpose, we developed a unique mobile app to introduce and generate buzz for the new product.
Strategy
The app was developed for mobile devices only. It gave users a choice of fruit flavors and a series of pages with directions on how to assemble their shakes. On the first page, users dragged and dropped any ingredient they liked into the smoothie shaker, and then were asked to physically shake their phones in order to continue to the next page.
After a quick shake, users were issued a coupon for a free fruit shake and were invited to “share a shake” with a friend by forwarding a free fruit shake and personal coupon. The campaign was promoted through Facebook and Google Mobile.
As expected, the campaign achieved major viral success. Every user who installed the app shared a shake with a friend, and customers began lining up outside Menta stores to redeem their coupons. Within one week of launching the app, tens of thousands of coupons allocated to the campaign had been redeemed.
After a quick shake, users were issued a coupon for a free fruit shake and were invited to “share a shake” with a friend by forwarding a free fruit shake and personal coupon. The campaign was promoted through Facebook and Google Mobile.
As expected, the campaign achieved major viral success. Every user who installed the app shared a shake with a friend, and customers began lining up outside Menta stores to redeem their coupons. Within one week of launching the app, tens of thousands of coupons allocated to the campaign had been redeemed.
Results
500,000 fruit shakes were sold over the summer
27,000 coupons were redeemed in one week!
150% viral growth
27,000 coupons were redeemed in one week!
150% viral growth
