Case Study, 03/03/11
Reese’s aged 18-34 target audience has evolved beyond TV. The challenge was to meet this evolution head on by finding new ways to deeply connect with and excite their core consumer, generate passion and excitement about the brand, and drive sales among this segment outside of TV.
Because 57 percent of the Xbox LIVE® 18+ audience doesn’t use TV as their main form of entertainment, Microsoft® Advertising created a visually rich Branded Destination Experience (BDE) to reach consumers who would miss Reese’s TV ads. The campaign included a Guitar Hero 5 Play and Win contest and a Halloween Avatar costume contest, designed to reach this audience and remain at the forefront of their minds throughout the campaign.
The campaign was one of the best performing in Xbox LIVE history, with click-through rates as high as 10 percent and engaging over 1.4 million contest participants. Users responded strongly to the content by downloading more than 124,000 streams of the Reese’s ad. In addition, 53 percent entered to win prizes by voting for their favorite Avatar Halloween costume, and 42 percent entered to win prizes by downloading a gamer pic and playing Guitar Hero 5.
Users were not only choosing to play the ads, but more importantly, Reese’s was able to successfully engage with their hard-to-reach target audience. After viewing the ads, 31 percent were more likely to choose Reese’s as the top brand they would purchase over any other brand, 10 percent were more likely to recommend Reese’s as the top brand of chocolate candy, and 40 percent went to a local shop to purchase and eat Reese’s candy. Fifty-six percent of Xbox LIVE members who saw the Reese’s ad had a more positive opinion of the brand after exposure.
By extending its reach beyond TV onto Xbox LIVE, Reese’s connected with its target audience in a meaningful way and increased brand awareness with a contextually relevant contest and rich content.