The ultimate in interactive contests, the ‘Cruze Car Chase’ brought a whole new level of buzz and innovation for Holden.
PROJECT HIGHLIGHTS
Almost 30,000 Australians downloaded the highly advanced multi-media application
Ratings increased in the client's key target of 25-54 females by 5% across the promotional period
The promotion set out to engage technology-loving listeners and guarantee sponsor Holden first place in the innovation stakes. The results blew everyone away.
THE CHALLENGE
In a landscape flooded with glitz and female-focused campaigns – Holden wanted an idea that made a big splash. It needed to be loud and bold with a specific focus on increasing brand awareness in the traditionally cluttered small car category.
Over two weeks more than 24,000 Sydneysiders joined the chase, 2DayFM's ratings increased by 5% in its key target of females aged 25 to 54, and station share across the workday increased by 10% overall. The promotion was so successful that it was named 'Best Multimedia Execution' at the 2012 Australian Commercial Radio Awards.
The promotion was made possible by licensing a customised version of 'Gotcha' from Snepo Research. Prize was a Holden Cruze with $10,000 in the boot. To join the chase listeners registered at the competition microsite and downloaded an app for iPhone or Android.
The app included all game rules and allowed players to track a virtual Holden via GPS. Once within 100m they became the ‘driver’ and whoever was driving when Kyle and Jackie O waved the checkered flag, won the real Holden and cash. Gotcha’s parallel server solution and live game database hosted in the cloud allowed 2DayFM to monitor play, pause the game, issue notifications and contact players for updates. Listeners could also watch the race unfold live online.
Results
Total number of drivers since launch – 2,669.
Total number of people who registered to play – 20,002.
Total number of app downloads – 28,972.
Total kilometers travelled since release – over 25,000km.
App reached #4 in the Games – Strategy category in Australia.
Microsite – 38,697 Pls, 33,131 UBs and 8,686 video views.
Station share across the workday went up 10% overall.