King Cone: Beat your #MonsterCraving
Make consumers aware of KING CONE’s new positioning of ‘the ultimate craving satisfier’ and position the brand as the snack of choice.
A craving for something sweet can strike at any moment. A ‘Monster Craving’ leads to snackers making impulse trips to the nearest garage to indulge their craving.
“I scream, you scream, we all scream for…” we wanted people to scream, not just for ice-cream, but for KING CONE. We created a virtual ‘Monster’ to give out KING CONES to those screaming for them. He personified the #MonsterCraving and communicated with snackers directly on WhatsApp and Facebook Messenger.
The KING CONE Beat Your #MonsterCraving took over the brand’s social profiles: Facebook, Twitter and Instagram, each driving fans to add him on Whatsapp.
With an innovative piece of coding, thousands of fans were able to add the #MonsterCraving on Whatsapp with just one click – bypassing the inconvenience of having to manually adding a contact and removing what normally would be a clumsy process. This enabled us to chat and deliver vouchers to consumers’ mobile phones.
People were literally screaming ‘KING CONE’ using Whatsapp voice notes for a chance to claim a free KING CONE. The #MonsterCraving either ignored them, reacted or gave out a free KING CONE WiCode voucher as an SMS to redeem in-store – it all depended on his mood at the time.
Paid media on Facebook, Twitter and Instagram amplified our Monster’s presence and soon, invites to connect poured in.
We targeted drivers with proximity banners and used Waze Media to direct them to the nearest Engen garage with an instant Wi-Code voucher to redeem a free KING CONE.
Popping up everywhere, the #MonsterCraving even took to Tinder, SnapChat and GDN banners that followed users from one site to the next so that just like a craving, there was no way to escape him.
Although a tiny budget, Monster Craving made such a big impression with his fan base that the brand has become synonymous with the term ‘Monster Craving’ in conversation.
We reached over 2, 784, 376 people during the campaign.
Post the campaign, consumers are still in conversation the Monster and continue to utilise the hashtag #MonsterCraving.
Home Page: Single Click to Add #MonsterCraving to WhatsApp – Across Multiple Devices
Mobile: Monster Profiles. Instagram/Snapchat/Tinder
WhatsApp #MonsterCraving Profile+Engagement+Emoji’s
GDN Targeted Remarketing “Crave Banners” which followed you Online
Waze Proximity Media+WiCode Voucher