DGB, one of South Africa’s leading wholesaler, distributors and producers of premium wines and spirits has commissioned Mxit to flight its national Bacardi Gold ‘Win a House Party’ campaign, aimed at targeting 18 – 35 year old males. The mobile social network garnered 48 500 subscribers to the Bacardi brand app in just six days, reaching a total of 570 949 users over the campaign period.
“The objective of the Bacardi campaign was to instil amongst hundreds of thousands of middle market consumers that Bacardi Gold is a cool, trendy and funky drink. Campaign Splash Screens served as a call to action to drive consumers to sign up for the Bacardi brand app where they could take part in the promotional competition. Looking at the post-campaign numbers, it’s clear that Mxit’s mobile advertising effectively reaches the critical mass,” says Andrew Kramer, VP of Sales at Mxit.
The campaign unfolded with Mxit’s Splash Screens displaying full screen, full colour Bacardi ads promoting the competition each time the targeted users launched Mxit. This advertising platform enabled DGB to deliver 570 949 Splash Screen adverts to targeted users, with an above-average click through rate of 8%. Once registered on the Bacardi app, Mxit users were presented with the opportunity to enter to stand a chance of winning their very own Bacardi House Party and sound system.
“Mobile advertising is the new hub of media consumption, effectively facilitating campaigns, content and engagement,” `Kramer says. Media placements for the Bacardi campaign were made by Cow Africa.
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