Classic Burger Joint wanted to engage with its audience, increase brand awareness and grow its sales. What better way to achieve all this than be present on the most important ad space: the customer’s mobile phone.
With limited storage space on people’s phones, our loyalty app had to be fun and addictive – and so a game it was! We partnered with Virgin Radio to feature their star radio presenters Anthony and Frankie as the main characters in the game. We then launched the game with a fully integrated marketing and communication plan, that included regular radio mentions by the stars of the game, a full digital campaign and strong social media presence.
340,000 downloads in just 60 days! This was the first branded mobile app game in the entire MENA region with such success! The results surpassed projected reach by 1,000% and the game topped the charts for 3 weeks in a row in both Apple Store and Google Play. The CRM data gathered and brand awareness lasted one more a year after the campaign. The participation level was so high that we planned a game finale at Classic Burger Joint’s main branch, inviting the top 20 high scorers to compete live on radio.
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