Cannes Lions

POP SECRET (MOBILE APPLICATION)

DEUTSCH, Los Angeles / DIAMOND FOODS / 2014

Awards:

2 Shortlisted Cannes Lions
Case Film
Case Film
Presentation Image

Overview

Entries

Credits

Overview

Description

Branded Content is viewed as a crucial part of an advertising campaign in the current US marketplace.

The relationship between brands and entertainment has evolved from "product placement" to truly integrating the brand into entertainment assets or creating content other than commercials where the product can play an important or character role in the finished production.

Execution

Sure, people have made video games, but nobody’s made a smellable mobile game before. So we challenged ourselves to not only make something that people would want to play, but also to develop a first-of-its-kind tech accessory that plugged into their smartphone. The Pop Dongle rewards gamers with the delicious scent of freshly popped popcorn based on their performance.

We promoted the app with a trailer and seeded it online with a digital media campaign that also included mobile banners, search, and several social channels where we knew moms and gamers would be visiting.

Outcome

• Delivered 47% lift in brand awareness

• Over 130k total app downloads

• 80k+ brand engagements

• 441MM total combined media impressions

• Almost 500 media hits with prominent coverage in outlets such as TIME, Yahoo!, USA Today, Huffington Post and AP

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