appssavvy / Maxus Global / M80
Agencies: Maxus Global, M80
Brand: Powermat
Executives Involved in The Campaign: Chris Cunningham,
CEO and co-founder, appssavvy
Kumar Kanagasabapathy, Communications Planning Supervisor, Maxus Global
Hana Jung, Digital Supervisor, Maxus Global
Jonathan Shapiro, M80
Beth Meyer, VP of Global Marketing, Powermat
Campaign Brief: Booyah's MyTown has caught the attention
of the mobile gaming world with its rapid rise in players and addictive mix of
social game play. It also caught the attention of Powermat, the worldwide
leader in wireless charging, who in May of 2010 launched an unprecedented
mobile media campaign on MyTown to promote awareness of its brand and drive
intent to purchase Powermat products.
The Powermat campaign, led by Maxus Global and M80, in partnership with
appssavvy, Booyah's direct sales and services team partner, included the
first-ever sweepstakes to be integrated within MyTown.
MyTown enables players to check-in to real world locations and receive virtual
goods and money, much like a real-life Monopoly. MyTown recently surpassed 2.2
million registered users who, spend more than 65 minutes every day on the
application, and is expanding at a rate of more than 100,000 users per week.
During the Powermat campaign, MyTown players who checked-in to a Powermat
retailer, such as Best Buy, Bed Bath and Beyord, or Target, were able to unlock
Powermat branded virtual items. The players learned about available wireless
charging products and were able to enter into a sweepstakes to win Powermat's
Wireless Charging System for the iPhone by physically interacting with Powermat
products in-store.
Overall, the campaign was enormously successful, as Powermat virtual goods
garnered nearly 15 million interactions during the flight. Additionally, the
campaign saw a 1.81 percent CTR to the sweepstakes page, where players
submitted more than 21,000 entries.
The campaign also proved tremendously effective at building awareness of the
Powermat brand, influencing positive opinion about the product, and driving
purchase intent, according to an InsightExpress study commissioned by
appssavvy. The 3,000 person study, which compared the responses of a control
group to those users exposed to the Powermat campaign, reported that aided
brand awareness increased 44.5 percent to 69.8 percent, mobile ad awareness
increased 60.1 percent to 74.2 percent, and purchase intent increased 31.5
percent to 62.8 percent.
In addition to dramatic increases in overall brand metrics and purchase intent,
the appssavvy study found that the Powermat campaign dramatically outperformed
all InsightExpress' mobile and online norms. In particular, the campaign saw a
lift in purchase intent nearly 3x that of the lift of mobile internet norms, a
lift in aided awareness 5x that of mobile video norms, and a lift in ad
awareness 10x that of online tech norms.
Link to Your Creative
Materials: http://appssavvy.com/powermat/
