case study - application peugeot of my birth year

Dispositif Facebook AlloCiné

Appel d’offre

Application « The Peugeot of my birth

year »

Fan recruitment and engagement

2010- end of the year : Peugeot counts 60 000 fans on its international fanpage. The brand appointed KRDS to merge and reshape its Facebook presence in 2011

Peugeot’s goals:

become the top player amongst french car

makers on Facebook

reach 100 000 fans (+ 40k) and beyond

Peugeot does not want to launch contest

no prizes available

No key-moments/events to support

raise brand awareness

Starting point

Since there was no giveaways, we needed :

A simple and long-lasting concept

To create a fun, quick app

A unique experience where fans could personally relate

to the brand and blend Peugeot’s history with their own

(and vice-versa)

To induce users to share with friends

We were not starting from scratch!

An awful lot of graphic designs were available: more than

a century of car model pictures

KRDS value proposition :

The app « The Peugeot of my birth year »

Users must become a fan of the page to play

Users have to allow the app to access personal information: the user’s year of birth and friends’.

Share with friends viral options

Automatically the picture of the Peugeot model released that very year/decade appears, accompanied by the fad of the time.

The users are then invited to go social and guess theirfriends’ birth year by finding the matching Peugeot model.  

The App flash module is particularly gripping as fans enter an inspiring, unmissable journey and travel through time to discover more than a century of car models and passion.

Along the app flow, the user can always invite & share with friends

The app initially available only in French and in English has

proved successful right away

Peugeot has gained + 210 000 fans in one month (may

2011)

Peak user figures: over 40 000 daily active users

Players’ posts have generated over 5 million impressions

amongst friends

Feb 2012 :

App performance

Summer 2011: The app has been translated into 19 languages

German, Spanish, Slovak, Czech, Bulgarian, Italian, Hungarian, Dutch, Ukrainian, Russian, Turkish and Japanese

App assessment

The app is well set on its successful journey …

In 2012 :

The app will be available in another ten new countries

Coming soon: a mobile Facebook app

Fr.allfacebook.com

Facebook.com/KRDSTwitter.com/KRDS

www.krds.fr

contact@krds.fr