KING CONE “Monster Craving” : Social and Messaging
King Cone is more often than not an impulse buy. And when it comes to choosing a snack, you’re not just competing with ice-cream, you’re competing with everything.
The Challenge
Make consumers aware of the new positioning as ‘the ultimate craving satisfier’.
The Insight
A craving for something sweet can strike at any moment, and once it’s happened, it’s impossible to get rid of.
Idea
“I scream, you scream, we all scream for…” we wanted people to scream, not just for ice-cream, but for KING CONE. So we brought the Monster Craving everyone experiences to life. Then we gave him a Whatsapp account, and it took on a life of it’s own from there.
Execution
The Monster took over KING CONE’s social profiles on Facebook, Twitter and Instagram, each driving fans to add him on Whatsapp. With an innovative piece of coding, thousands of fans were able to add the #MonsterCraving on Whatsapp with just one click – bypassing the inconvenience of having to manually add a contact and removing a normally clumsy process. This enabled us to chat and deliver vouchers to consumers’ mobile phones. People were literally screaming ‘KING CONE’ using Whatsapp voice notes for a chance to claim a prize. The Monster either ignored them, reacted or gave out a free KING CONE WiCode voucher as an SMS to redeem in-store – it depended on his mood at the time. Popping up everywhere, the Monster took to Tinder, SnapChat and GDN banners which followed users from one site to the next. Just like a craving, there was no way to escape him. Using WAZE and proximity banners, drivers were directed to their nearest Engen, making it easier for them to beat the #MonsterCraving with free Wi-Code vouchers.
Results
We reached over 2 784 376 people during the campaign.
AWARDS
LOERIES
BRONZE – Digital and Interactive Communication (Digital Integrated Campaign)
AMASA
GOLD – Online Campaign
SMARTIES
GOLD – Messaging
BRONZE – Cross Media / Cross Mobile Integration
ASSEGAI
GOLD – Media Awards (Mobile, MMS, SMS)
SILVER – Multi Channel / Country Awards (Integrated Direct Marketing Campaign with sub R500 000 budget)
SILVER – Craft (Innovative Solutions)
LEADER – Multi Channel / Country Awards (Integrated Direct Marketing Campaigns)
NEW GENERATION
GOLD – Mobile Marketing Excellence
Video Case Study
CREATIVE
Key Visual
Home Page: Single Click to Add #MonsterCraving to WhatsApp – Across Multiple Devices
User Journey
Facebook Page + Media
Twitter Page+Media
Mobile: Monster Profiles. Instagram/Snapchat/Tinder
WhatsApp ProfilE
GDN Targeted Remarketing Banners
Waze Proximity Media + WiCode Voucher
King Cone is more often than not an impulse buy. And when it comes to choosing a snack, you’re not just competing with ice-cream, you’re competing with everything. The Challenge Make consumers aware of the new positioning as ‘the ultimate craving satisfier’. The Insight A craving for something sweet can strike at any moment, and…
