This Facebook application was part of a product launch campaign for Stimorol Mega Mystery gum in Sweden (known in other countries as Stride Mega Mystery gum). The advertising agency Digitas Sweden was responsible for the campaign’s concept and design, while SkandNet Media was in charge of developing the Facebook app for the campaign.
The flavor of the new gum was a secret. To give people a chance to try it out, there were giveaways in all of the main stores in Sweden carrying this kind of product. People were encouraged to become a fan of the Mega Mystery Gum Facebook Page to take part in the giveaway. After filling in their mobile phone number through the Facebook app, they would receive a text message with a coupon code for a free packet.
Ten thousand packets of the chewing gum were given away, but only one packet per person (this was checked by the application). The coupons were handled via the Swedish coupon redemption company Kuponginlösen, and our Facebook application was programmed to communicate with its database.
During the campaign, it was necessary to adjust the number of Facebook Ads according to the number of remaining coupons. When only a certain number of coupons were left, the app sent out messages to the people in charge of media buying so that they could adjust the number of ads accordingly.
Over 10,000 people added the application during the campaign, which ran between October-November 2011. There were approximately 10,000 coupons available during the four-week campaign, and after all of the coupons were used, the application could no longer be added.
The application was integrated with Stimorol´s brand new Facebook Page, and people had to become a fan of the Page before they could get access to the application. By the end of the four weeks, the number of fans had increased from 0 to 24,000.
Solution: Facebook Application
Client: Kraft Foods
Brand: Stimorol Sweden
Concept: Digitas Sweden
Design: Digitas Sweden
Development: SkandNet Media AB