The Web Marketing Association is proud to present this 2015 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Consumer Goods Mobile Application, Best Food Industry Mobile Application
Bringing the magic back - Paddle Pop 'Lick-a-Prize'
Paddle Pop 'Lick-a-Prize' - an Australian promotional marketing icon - needed rebooting. The 'match sticks to win' mechanic had dated, with the perceived chance of winning low amongst kids.
We used innovative technology to not only create a brand new experience, but also enhance the promotional incentive. This year, for the first time 'EVERY STICK WINS!'
The 'Magilika’ app became a key feature of the 2014 promotion by providing a common delivery platform for bespoke games and movie content; which were awarded as instant win prizes. This provided Unilever with mass prizing minus fulfillment or ‘unclaimed’ costs.
Using Unity, we created 4 custom Augmented Reality games based on the Paddle Pop brand mission to encourage adventurous play amongst children. These games were developed cross platform; available on desktop through the Lick-a-Prize website as well as native IOS and Android apps. Both app and web portal were seamlessly integrated with Unilever’s user profile system.
Other features include ‘take a photo with Paddle Pop' using gyroscope-based AR, a 3D animated interface, unlock-able achievements and power-ups.
Results to date have been outstanding:
- 56,250 app downloads
- 11,810 average monthly users
- 804 average daily users
App Store rankings have also exceeded expectations, proving the popularity of an engaging platform Unilever can build on.
- Kids Category 9-11 - Consistent top 5 rank since 09/2014, holding #1 for 5 weeks during Oct/Nov
- Kids Category overall – Consistent strong position, including 3rd most popular game.
Contributors:
| Joe Mayock: | Creative Director |
| Sharna Bregman: | Digital Producer |
| Lauren Hernandez: | Designer |
| Cuauhtemoc Moreno: | Creative Developer |
| Gareth Anderson: | Business Director |
| Karin Andreasson: | Senior Account Director |
| Rachel Crawford: | Senior Account Manager |
| Katrina Williams: | Account Executive |
| Anneke Rose: | Executive Digital Producer |
ONEPARTNERS
Website: www.onepartners.com.au
Location: Australia
About the Agency:
Onepartners is an Activation Agency offering 'Connected Path to Purchase' strategic planning, creative and execution via digital, shopper and experiential marketing.