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CLIENT: Minerva

DYO EINAI OI TROPOI INTEGRATED CAMPAIGN

Great results using Kinect, Web and Mobile Gaming for Minerva Horio Butter
The Challenge

The objective was to increase awareness and position Horio Butter as a high-quality product, with strong ties to Greek agriculture and produce. To reintroduce Horio butter-line.

The Solution

The campaign concept was centered on the grounds that there are only two ways for an individual to find authentic butter – they either make it themselves or buy Horio Butter, thus the campaign “Dyo Einai Oi Tropoi” (“There are two ways”) was established.

A digital, integrated campaign was designed in order to complement the BTL activations that were launched, which included strategic collaborations with popular bakeries featuring product tastings, in-store promotions at supermarkets, cooking demonstration by prominent chefs and food bloggers and two large-scale events in two of the largest malls in Greece, with several kiosks.

 

At the mall events, one of the kiosks was a digital station, featuring a live game also named “Milk the Cow,” which challenged visitors to fill as many buckets of milk as possible in the given time. This game utilized gesture-recognition technology and players were asked to complete their registration by logging into their Facebook account and sharing their results or providing an email address etc.

The truly innovative aspect of the Dyo Einai Oi Tropoi campaign was the utilization of the gesture recognition technology of Kinect for Windows v2 in conjunction with a web game that had the same gaming principles, both of which were connected to users’ Facebook accounts. After exploring all options, it was determined that Kinect was the best tool for the live game. The hardware was not available in Greece of Europe until late in the fall 2014, so, two units were brought from America in order to begin developing.

SERVICES

3D Design
Branding & Planning
Content Strategy & Development
Digital Advertising
Game Development
Insights & Analytics
Kinect Development
Mobile
Products launch digital campaigns (concept
Social Media & Community Management
UX design

LAUNCH DATE

November 2014
IMPACT / LETS'S TALK IN NUMBERS
The 'Milk the cow' Kinect project required
800
HOURS OF
DEVELOPMENT
160
HOURS
OF TESTING
115
HOURS
OF DESIGN
Digital station at Athens' Golden Hall and Thessaloniki's Metropolitan Mall
2000
PLAYERS
50
DATA CAPTURE
1500
FACEBOOK SHARES
(shares which were real-time and included players’ snapshots from their live game participation)
In the 5-week period the campaign site had
125,000
VISITS
10
CONVERSION OF VISITORS
TO WEB GAME PLAYERS
12,500
PLAYERS OF THE 'MILK THE COW' WEB GAME
71,700
FACEBOOK SHARES
1,676,264
UNIQUE FACEBOOK IMPRESSIONS (approximately 25% of the Greek users currently on Facebook)
Google display ads:
24,630,000
IMPRESSIONS
(approximately 45,000 clicks)
Facebook ad campaign:
65,832,000
IMPRESSIONS
65,127
CLICKS
Gold
Branding & Positioning
Silver
Experimental & Innovative Campaign
Bronze
Cross-media Integration

So, what are you waiting for?