Mobile > Creative Use Of Technology
AMP ENERGY POWERDASH
MEKANISM, San Francisco / PEPSICO / 2014
Overview
Credits
Overview
Execution
Our target is a huge fan of gaming and NASCAR, so we created AMP Energy PowerDash, a branded mobile racing game featuring NASCAR driver and AMP athlete Dale Earnhardt, Jr. Using geo-fences around 7-Elevens, the app sent mobile phone alerts to players when they were nearby, encouraging them to go in-store to scan cans of AMP to unlock game cheats -- literally getting "cans in hands" in order to drive purchase. In essence, the app became a mobile ad and coupon platform in our consumers' pockets.
Outcome
Expectations were humble given AMP’s tiny media budget, but the AMP Energy PowerDash program beat any notion the brand had of success. The PowerDash game was played over 4 million times, reaching #2 most popular sports app on the Apple Store leaderboard, and achieving over 274,000 hours of interaction with the brand. Combining production and media costs, this puts our all-in ROI at ten cents per minute of active brand engagement. Most impressively, sales of AMP Energy increased 10% YoY at 7-Eleven nationally, hugely significant given that projections were for sales to DECREASE.
Strategy
Our challenge was to drive awareness and sales of AMP Energy at one of the US's largest retailers, 7-Eleven, for our target audience of millennial males on “quick-trip” purchase occasions, buying for immediate consumption. But AMP had less than 1% share of voice in the category and zero mass media budget. Limited to digital, social, and POS, we needed to give consumers a reason to choose AMP. Through qualitative research we found that the AMP Energy consumer is a huge fan of gaming and NASCAR – and they use their phones to indulge in those passions throughout their day, every day. So we created AMP Energy PowerDash to be the perfect cocktail of NASCAR, gaming, and AMP Energy, all in the consumer's pocket.
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