CATEGORY B – INNOVATIVE USE OF EXISTING MEDIA

Entry title: MyPartyFusion

Advertiser: WrigleyEntry maker: OMD, Sonce.net

MyPartyFusionMyPartyFusion

Sempl – Category BSempl – Category B

ChallengeChallenge Winterfresh needed to gain popularity among young 16-24.gain popularity among young 16-24. New product Winterfresh Fusion was just the right opportunity to

start smarter communitaction with young people.smarter communitaction with young people. Client was not sure about the launch date of products (between

March and July)

Communication messageCommunication message Chewing as well as Winterfresh Fusion is cool.Winterfresh Fusion is cool. Chewing = socializing.Chewing = socializing.

Key Insights Key Insights

Young adults 16-24 are socially liberal highly educated technologically savvy engaging with mediaengaging with media in new, deeper and more passionate ways connected with their on line communitiesconnected with their on line communities

BIG IDEA was bornBIG IDEA was born

Let’s create a central meeting point for Winterfresh Fusion target group by building the community site which is a mixture of a chat, dating and gaming.

...where young people can organize and attend virtual parties.

... where the best organizer wins the position of the producer of real MTV Fusion party.

Visitors had numerous optionsVisitors had numerous optionsThey could

Create their avatarCreate their avatar

DecorateDecorate their own party placeparty place

Choose musicChoose music

Organize their partiesOrganize their parties and invite their

friends

Attend partiesAttend parties

Chat Chat during the party

Perform different actions (dance, shout, dance, shout,

wave etcwave etc.)

They traded with currencytraded with currency called FusionFusion

Read blogsRead blogs of MTV VJs

Compete for the producer of the big MTV

Fusion Party and organize real party of organize real party of

their dreamstheir dreams

Media strategyMedia strategy

The whole media strategy was built around the portal. We started with started with with the buzzwith the buzz on and of line and developed special show on MTVdeveloped special show on MTV where weekly winners could show their party talens in reality. MTV run 15 weekly shows and will air the final MTV Fusion Party which will take place on 23rd Nov.

All that was accompanied by mass media advertising focusing first on the portal and later on the product plus portal.

For the explanation of the project please click For the explanation of the project please click here and see the moviehere and see the movie

In case it doesn’t work, click on the file outside of ppt

ResultsResults

• Two-months after the launch of the portal solely by using viral techiques MyPartyFusion had – 663.000 hits– 3.800 contestants– 6.000 parties– 300300 mentions in forums and the blogsphere mentions in forums and the blogsphere

• 4 months after the launch of the portal– 2.3 mio hits– 105,000 individual users105,000 individual users– 41% returned at least 5 times41% returned at least 5 times– 11,300 contestants11,300 contestants/registered/registered– Spent 13 minutes on the site13 minutes on the site (which is far above the average of 5 min)– 55% (16-24) liked the portal55% (16-24) liked the portal– Second biggest on line community in SloveniaSecond biggest on line community in Slovenia by the number of

registered

ResultsResults

– 20,000 parties20,000 parties– 130 print and web articles 130 print and web articles – More than 1000 mentions on forums and the blogsphere1000 mentions on forums and the blogsphere– In Slovenia and Croatia WF achieved world biggest market share in gum

category (6,4 % SLO, 4,4 % CRO)– 71% awareness of Winterfresh Fusion71% awareness of Winterfresh Fusion (16-24) after first month of product TV

campaign– 34% trial rate (16-24) of the product in the first month

• Portal is still alive.Portal is still alive. We have built very loyal on line community which now counts 150.000 unique users and 16.000 registered users aged between 15-25.