Unilever was seeking a creative way to target women ages 45-54 online. The campaign sought to promote the comparative great taste and health benefits of the I Can’t Believe It’s Not Butter! product over butter in a fun and interactive way.
I Can’t Believe It’s Not Butter! worked with MSN Games to develop Now You Know Better, a custom online trivia game with an opportunity to win $1 million USD. The game was ‘hosted’ by popular character actor John O’Hurley and was promoted on several MSN sites, including MSN Games, Lifestyle, Health & Fitness, and Windows Live Hotmail.
Now You Know Better ran for three months and proved the most popular trivia game ever on MSN Games. With 1.4 million total game plays (1.2 million unique players), Now You Know Better reached an audience greater than the daily circulation of the NY Times.1
The campaign generated a phenomenal 8.2 million minutes of sponsored game play.
2 In addition, the Now You Know Better game enticed viewers to spend significant time interacting with the brand: 70 percent of gamers spent more than 10 minutes playing the game. Finally, the game drove amazing repeat traffic: 66 percent of consumers visited the game more than once and 37 percent played the game four or more times.
The immersive and easy-to-use Now You Know Better campaign attracted women aged 45-54 to spend considerable time playing an online game. This online interaction promoted both a higher opinion of a brand and an increased intent to purchase.
As this campaign demonstrates, these customized, branded games engage consumers in an entertaining way while giving advertisers an opportunity to influence awareness and purchase intent. Brand advertisers in competitive segments can do well by considering such an immersive approach.
The success of Now You Know Better also diffused doubts that a mature female demographic may be resistant to online gaming.
To learn more about advertising opportunities with MSN Games, contact your sales representative today.
Download the I Can’t Believe It’s Not Butter! case study (PDF, 663 KB)
