Social Targeting Delivers for Future Shop
The campaign generated 10 times its planned traffic in its first five days, as a result of going viral on social networks via smartphones, the company says.
The campaign used Addictive Mobility's AMO social ad-serving technology, and a rich media execution, revolving around a smartphone game. The game, called Find The Cute Gerbil, was created by ad agency, Cosette. Players had to search for the gerbil in order to earn credits for a Future Shop gift card.
Links with the game sent the player to the Future Shop website and facebook page, encouraging users to share the game with their Facebook contacts. Social networking conversations about the game were tracked by the AMO technology. Addictive says that social targeting ensures advertisers reach the most relevant audiences, and that AMO in this case was able to identify an audience that would not just be willing to play the game, but also, to share it with their friends. The campaign delivered a clickthrough rate of 0.77 per cent.
"We're very excited to see the early results of our Future Shop campaign," says Nussar Ahmad, Addictive Mobility CEO. "There was a massive rise in click rates that indicates our social targeting technology, in combination with rich media displays, leads to big results."
Addicitive Mobility says that its AMO social tracking solution was also used by Warner Bros movie Final Destination 5.