April’s campaigns of the month: betevé, VUE, Aller Media, Doctissimo & SNCB
At the beginning of May and like every month, Qualifio offers you a selection of inspiring interactive marketing campaigns. This month, we have selected a campaign in each of the countries where we have offices (or almost) ? On the agenda: creativity, engagement, data collection and virality. Focus on the 5 campaigns that marked us in April!
1. TV channel betevé’s team selector ??
A few days before the game between FC Barcelona and Atletico de Madrid, betevé launched an interactive campaign on its website. Users had the opportunity to compose their own FC Barcelona team (selecting forwards, defenders, midfielders and goalkeeper) and share their selection on social networks. An excellent way to engage your audiences and give them a fun and playful time around a popular theme.
2. VUE’s sweet survey ??
In order to know its audience’s preferences and be aligned with its expectations, VUE created a survey in which users were asked to vote for their three favourite flavours from a list of 10 proposals. To hope that their favourite(s) flavour(s) will reach the final and be available in all VUE cinemas, users were invited to share the campaign with their friends, notably via a sharing button on Facebook.
To increase the number of participations and its campaign visibility, VUE promoted its survey via a banner on its website.
3. Aller Media’s personality test ??
As part of the Coachella International Music Festival, Aller created a personality test “What is your Coachella style?” published on its website. Internet users had to select their favourite clothing piece in order to discover the style that suits them best. A good way to surf the news with originality ?
Tip #1: like Aller, increase your ads revenue by renewing the ads displayed on the page. Each time a participant goes to the next screen of your campaign (from one question to another or from the question step to the exit screen for example), the page is refreshed and the ads around are updated automatically.
Tip #2: Aller tracked the number of clicks on the links below each clothing piece and, consequently, the number of purchases. Useful when you want to evaluate your campaign’s performance and monetise your audience based on clicks.
4. Doctissimo’s awareness quiz ??
To raise awareness of HPV virus (a very common sexually transmitted infection), Doctissimo created a quiz and a survey, both anonymous, published on a page entirely dedicated to the subject.
The quiz entitled “Would you be able to answer your teenager’s questions?” is designed to inform mothers and test their knowledge on the subject. In addition, for each correct or wrong answer, an explanatory pop-up appears giving more information on the question asked.
Then, users were invited to complete the survey “When was the last time you had a smear test?” before gauges appear with all Doctissimo readers’ answers.
5. SNCB’s special Easter contest ??
For Easter, SNCB launched a contest allowing its travellers to win 5 x 2 B-Excursions pass, an all-in-one package including the price of the train ticket and entrance to different types of activities: animal parks, amusement parks, festivals and other events.
To increase its contest visibility and reach a wider audience, SNCB promoted its contest via its newsletter and on Facebook via paid ads. Finally, to provide optimal user experience, SNCB added a Facebook Connect to its contest, allowing participants who wish to use their existing Facebook account to log in.
Interested in more examples of the power of interactive campaigns? Click here to discover February’s campaigns of the month.