Proving the efficacy of mobile social network advertising to achieve extensive reach in a short time frame, premier SAB beer brand Castle Lite has renewed its advertising deal with Mxit to bring to market its second campaign, announcing the new 440ml Castle Lite packaging.
Mxit was tasked to drive awareness around the launch of the new Castle Lite 440ml packaging as well as to provide consumers with a channel through which to enter the product launch competition. Campaign partners Quirk and Initiative Media respectively built the Castle Lite SA app and engaged Mxit’s Splash Screen advertising to drive consumers to the Castle Lite promotion.
The Castle Lite SA app enabled the brand to build a substantial mobile community of 18 – 25 year old males while raising awareness around the new packaging innovation. Mxit also enabled the brand to share details about how to register to stand a chance of winning a six pack of Castle Lite’s new 440ml, guidance on how to redeem prizes as well as the functionality to share the competition with friends.
Castle Lite flighted branded log on Splash Screens every Wednesday evening to target consumers only, resulting in the campaign delivering Splash Screens to 568 182 registered users, totalling over 6. 7 million page views, 2.8 million impressions and 97 922 clicks in August alone. Thanks to Mxit, the Castle Lite app attracted 75 864 registered users in just two months, at a cost of R 1.66 per user added to app, calculated on the Splash Screen budget.
“Brands are increasingly embracing mobile as an essential component in the media plan. We’re finding that questions such as ‘should I invest in mobile?’ are becoming ‘how do start engaging with mobile’?” says Andrew Kramer, Mxit head of sales.
Through advertising on Mxit, ad messages are delivered only to individuals who match advertiser’s consumer profile in a highly targeted way – right down to location, age, gender or race. This strategic reach to hundreds of thousands of targeted consumers deepens the connection between brands and their fans.
