Wimpy goes bananas for Animal Planet
When Wimpy undertook to run a promo with the hugely popular Discovery Animal Planet license, they wanted to do so with a bang. McEwan Advertising, Wimpy's long-time brand partner, developed an integrated competition campaign that made use of both mobi and website entry portals, themed games and downloadable elements, online advertising, in-store POS, branding of the Wimpy VW Beetle as well as kids' activity sheets and the giveaway plush toys and games.
What happened in-store
Let's make it mobile
One of the competition drivers was a custom-built mobisite, from which 26% of entries came. The site comprised of a simple six-question animal-related quiz and entry form, which customers were directed to complete by the in-store POS. The quiz was also available on the Wimpy website (www.wimpy.co.za) for those preferring to enter online.
On the website, in addition to the quiz and entry form, themed flash games and downloadable elements were also available to increase the interactivity of the promotion. The competition saw an increase in traffic to the Wimpy website of over 35% year on year over the seven-week competition period. Online advertising on various Media24 sites generated approximately 21% of traffic to the competition page, while approximately 44% of the traffic to the competition page was driven directly from within the Wimpy website.
The competition promotion's overall success is evident in the number of entries received as well as the increase in traffic to the Wimpy website. Not only do the online figures speak for themselves but, according to Thabile Mokaba, the Wimpy Brand Manager responsible for the competition, a total of 750,000 Animal Planet plush toys and games were given away in stores over the competition period.
This integrated approach was so successful that Wimpy will, in the upcoming months, undoubtably be embarking on its next integrated campaign in conjunction with McEwan. Being an integrated ideas company, McEwan Advertising has always prided itself on responsible integration in both competition and promotion campaigns for all the brands with which they work.
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