Duracell recharges successful mobile sticker strategy for
the summer
Duracell’s Bunny, a symbol of endurance for the battery
maker, will receive a workout this summer as part of a social media branded
sticker campaign that comes on the heels of a similar successful outreach last
year.
The Feeligo-supported campaign will leverage semantic
technology in a new branded sticker campaign for Duracell, which follows a
campaign over the Christmas-New Year’s holiday period that saw 20 million
stickers displayed inside users’ messages. The deft leveraging of stickers –
including of Duracell’s bunny mascot, which predates Energizer’s well-known
bunny – to target conversations points to the value of reaching out to online
and mobile users through social, including comment forums and user forums, as a
substantive mobile strategy.
“Our technology can suggest brand stickers based on what
users type in their messages,” said Davide Bonapersona, chief technical officer
for Feeligo, Paris. “This creates value both for users who don’t need to spend
10 minutes looking for the right sticker and for Duracell, who can be pushed at
the right moment in the right context.”
Duracell’s Christmas campaign had two main objectives: enter
every Mom's online conversations in a non-intrusive way, and drive positive and
targeted engagement with the brand.
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