case study: engaging mother dairy ice creams fans on facebook

Case Study: Engaging Mother Dairy Ice Creams fans on Facebook

How AliveNow helped engage the Ice Cream loving

audience on the Mother Dairy Ice Creams Facebook page!

The Challenge

• Mother Dairy Ice Creams on Facebook (www.facebook.com/Mother

dairyicecream) is the official Facebook page with thousands of fans.

• Mother Dairy Ice Creams approached us to see what interesting,

creative and viral ideas we had. They wanted to try Facebook

platform to increase the fan base and engage the fans.

• The audience on the page were young and outgoing in nature. They

had passion for Ice Creams.

• We came up with a simple but a viral game application on Facebook

to engage with the audience on Mother Dairy Ice Creams and the

campaign was a huge success!

Social Media Case Study - Mother Dairy Ice Creams 02

Strategy and Approach

• Knowing that the audience on the Mother Dairy Ice Creams page were

very passionate about Ice Creams in general, we decided to come up

with an addictive game and gave away goodies to winners

• We came up with the ‘Ice Truck Grabber Challenge’ game

application.

• In this game application, a user has to catch as many Ice Creams as

possible in the Mother Dairy Ice Cream truck and score high to stay on

top of the leader board. Based on the top scores, fans were rewarded by

way of goodies from Mother Dairy Ice Creams.

• We used the Facebook application platform and the Facebook Ads

platform to reach the right audience and achieve the desired results.


Ice Truck Grabber Challenge - Landing Page

Game - Landing

page Once the user lands on the page, they have to

‘LIKE’ the page to enter

the game to take part.

If a user doesn’t LIKE the page, then the fan

cannot take part in the

contest.


Rules

After ‘LIKING’ the

page, the

Instructions for the

game is shown.

Details on how to

play the game

was given in a

detailed and

graphical manner.

After reading ,

they have to click

on ‘PLAY’ to take

part in the contest.

Ice Truck Grabber Challenge - Instructions


Play the

Game!

Clicking on the

‘Play’ will ask

the fan to

‘allow’ the app

on Facebook.

Next, the

permissions will

be taken where

the user’s e-mail

id will also be

captured.

Ice Truck Grabber Challenge - Game Page 1



After clicking on the ‘Go to App’, the permission to post on the

user’s wall is taken and their email id also being captured!


Play the

Game!

Clicking on the

‘Allow’ the page

will be directed to

the game interface

where the real fun

begins!

The more Ice

Creams they catch,

higher will be their

score!



Features in the

Game

The Challenge of

playing this game is

that the frequency of

Ice Creams is high

and there were also

many bombs in the

middle.

Fans will have to play

without being hit by

the bomb! If they get

hit by one, a life is

lost. And they have 3

lives. Additionally they can also catch a falling fruit to gain

a lost life. A fan can play till he losses all the lives,

which increased the virality of the whole game.



Score Page

Once the game gets

over, the score will be

displayed along with a

congrats message.

If the user wishes to play

again, one can do so by

clicking on ‘Play Again’

button.

This page also had the

share element, which

enabled the fans to share

it with their friends!

The fans can see if they are on the leader board just by clicking on

the leader board button after submitting the score. In order to win

goodies, the scores should be submitted.

Ice Truck Grabber Challenge - Congratulations


Submit Score

If a fan wishes to

submit the score,

he has to fill in

the details.

The contact form

had details like,

Name, Email Id,

Contact Number

and Address.

After entering

the respective

fields, one can

submit the score.

Ice Truck Grabber Challenge - Submit Score


Ice Truck Grabber Challenge - Landing Page

Leader Board If a fan wishes to see

the leader board, just

clicking on the

button would show

the list of people with

high scores.

This feature made

many fans come

back to play the

game just to stay on

the top of the leader

board. Fans can play

any number of times

and submit scores.


Promoting the Mother Dairy Page

Promoting

The Game on

the Page

The game was

also extensively

promoted on

the page and

the response

was

tremendous!

This post had 103

likes and 1

share!


Promoting via Targeted Facebook Ads

• Besides engaging the existing audience of Mother Dairy Ice Creams, we

also wanted to reach a new audience via highly targeted Facebook ads.

• We used targeted facebook ads in a very well manner with many

targeting criteria to reach the right untapped audience.

• Targeting was done based on the following: • First only in cities where Mother Dairy Ice Creams had its presence.

• Audiences which had keywords like - Food, Ice Cream, Fast Food, Sundaes,

Various Ice Cream flavors, Various sauces, etc.

• This way, we reached the right audience and got an optimal ROI on the ad

spends done.


The Results - Ice Truck Grabber Challenge

• The Mother Dairy Ice Creams ‘Ice Truck Grabber’ game application was

live on the Facebook page and ran for a period of 2-3 months.

• During this period, the response was overwhelming, on all parameters, the

campaign was a success. Few important numbers are given below.

Parameter Time period Number

No. of New

LIKES 3 weeks 12,000+ New Likes in 3 weeks.

No. of entries

to the contest 3 weeks Over 1,000 entries in all.

No. of winners 3 weeks 9 winners got Mother Dairy Ice Creams

Goodies.


Thank You!

For more details regarding the ‘Ice Truck

Grabber’ Campaign for Mother Dairy Ice

Creams, write to us at [email protected]

with your queries.

Visit us at www.alivenow.in to learn more.


mailto:[email protected]

http://www.alivenow.in/

case study: engaging mother dairy ice creams fans on facebook

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