The Web Marketing Association is proud to present this 2015 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Beverage Rich Media Online Ad
In 2014, Mike’s Hard Lemonade launched a new product, Mike’s HARDER®, which is aimed at an audience of unconventional thrill-seekers. Mike’s HARDER® wanted to raise the bar and inspire males to live the brand lifestyle and ‘choose harder,’ ultimately raising awareness and purchase intent for the product line.
Targeting an audience of males 21-35, Mike’s HARDER® wanted to hit consumers in an interactive environment where they would be most receptive to the brand message to ‘choose harder’. Using true[X], the leading engagement advertising platform, Mike’s HARDER® captured the user’s attention with an opt-in 750x500 rich media ad unit that offered legitimate value in return for that user’s initial attention across their network of premium publishers.
Once a consumer opted in, Mike’s HARDER®’s unit launched in a 100% SOV environment that engaged consumers with a fun, irreverent “would you rather” type of questionnaire showcasing extreme scenarios to ‘choose harder’ from.
Through a brand study with Qualtrics, Mike’s HARDER® found that on average, engagements within the true[X] unit increased brand consideration by 71% and purchase intent by 58%. Consumer perception of Mike’s HARDER® also increased as “extreme” by 84%, “cool” by 38%, “refreshing” by 57%, and “having fun flavors” by 62%.
Additionally, Mike’s HARDER® saw consumers actively engage within the unit taking an average of 6 interactions per user, and spending an average of 48 seconds, ultimately leading to an average CTR of 29%.
Contributors:
| Horizon - Assoc. Digital Director: | Jenny Chau |
| Horizon - Digital Supervisor: | Peter Bhusiririt |
| Horizon - Associate Brand Director: | Dave Kersey |
| Horizon - Brand Strategist: | Ariel Brito |
| Horizon - Social Director: | Travis Harding |
| Horizon - Social Media Strategy Supervisor: | Anita Walsh |
| Horizon - Director, Digital & Social Media: | Richard Goldsmith |
| Horizon - Digital Strategist: | Miles Marmo |
| Horizon - Digital Strategist: | Michelle Lee |
| true[X] : | Alanna Strauss-VP Creative,Nat Nguyen-Creative Dir.,Justin Brahms-Sr. Acct Mgr,Renee Lusano-Designer |