The Live Outrageous alcohol brand, with its rainbow offering, has numerous fun possibilities for consumer engagement, and So Interactive was briefed to come up with a campaign that would challenge consumers to find out which Zappa colour matched their temperament best. The creative team considered both the age group, their competitive spirit, the screen size and how best to fire the audience's need to be the most outrageous party animal. The result is the Zappa Dragon Challenge which blends the online personality quiz model with elements of fantasy trading cards, and an undercurrent of the good old fashioned drinking game, because let's face it, everyone wants to live outrageous.
The design was specifically created for vertical scrolling, informed by the rapid growth in effectiveness of vertical, as opposed to horizontal, scrolling for mobile engagement. This is a growing trend that has been observed in the last year as mobile consumption of marketing content continues to become more sophisticated. This was blended with fun copy and clear brand imagery speaking to the colourful and outrageous message of Zappa. Entrants have to complete a set of eight questions with outrageous to totally outrageous answers. On completion entrants are allocated a Dragon Card, with their Zappa colour, party personality traits, dragon breath measure and level of outrageousness. The quintessential dragon is made up of all seven colours and is the truly Outrageous One. To increase user engagement, entrants are encouraged to challenge their friends to see who is the most outrageous of them all.
The Zappa Dragon Challenge has been specifically developed for mobile, allowing for desktop device compatibility, but focusing more on the smartphone user market. As with the design, the tech is streamlined and effective, allowing for a slick and fun user experience across multiple devices. The app is also snuggly housed within the Facebook API, which serves well the objective of increasing the Zappa following.
Although some desktop advertising has been used to drive the app on Facebook, so far the most effective advertising has been Facebook mobile advertising. In 10 days the Zappa Facebook following has increased by 10%. As the campaign continues to the end of December desktop advertising has been culled and mobile only advertising on Facebook will continue as the primary driver.
Mobile is the place where magic is happening and So Interactive is undoubtedly taking advantage of the accessibility and usability of this captive market. To see mobile marketing magic in action, take the Dragon Challenge and find out which Zappa you are.
Take the Dragon Challenge
Let So Interactive lead your brand to mobile digital success, view their work at www.sointeractive.co.za or contact them on 011 807 4621 or via email at az.oc.evitcaretnios@olleh
