Game app attracts over 52k consumers

The latest brand to switch is Game, one of Africa's largest discount retailers. Launching its 'Game SA' brand app to highlighting the latest in-store deals in the mobile, tech and appliances categories, it attracted 52,808 consumers to its app through the Mxit advertising platforms. The mobile engagement also secured 12,000 competition entries.

Published on the 19 March 2014, the Game app was already added by 13,528 consumers by 26 March. By 4 April the mobile community ballooned to 24,417 and by the end of April the app reached its critical mass of over 52,000.

"Game has a range of communication platforms that we utilise to engage and interact with our customers, with Mxit being our latest digital avenue. We believe that the platform allows us to reach the youth market with tailored advertising but it also provides a means to build top of mind brand awareness at an early stage in their lives," commented Game's digital communications manager, Simone Bresser.

To drive users to its app, Game advertised the Weekly Deals campaign on Mxit's Splash Screens - full colour ads that display for 5 - 8 seconds at login. Splash Screens are visible only to specific users based on variables such as gender, age, country, phone make and model, network provider or exclusively to one of the existing app communities.

For Game, the Splash Screen campaign delivered 1,070,284 impressions and 27,168 clicks at a click through rate of 2.53%.

Mxit sales consultant, Sam Billingham explains, "Game's move to Mxit demonstrates its confidence in mobile advertising and its mature understanding of consumer buying behaviour. Using Splash Screens, it drives consumers to its new Mxit brand app, where users can explore in-store deals of the week and stand a chance of winning one of five R1,000 shopping vouchers."

Andrew Kramer, Mxit VP sales adds, "The beauty of mobile is that it allows consumers to access information, chat and play instantly, irrespective of place and time. With it, advertisers can build brand awareness, educate consumers, create an engaged community or drive an immediate call to action. It allows advertisers to be current and responsive, offering the flexibility to plug into any existing campaign or to create something fresh. With the benefit of millions of users and the accuracy of measurable statistical data, it provides an ideal way to chat smart and connect with the 'Instant Gratification Generation'.

For more information, go to http://get.mxit.com/advertise.