case study - application peugeot of my birth year
TRANSCRIPT
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