360 Energy Drink Boosts Its Brand Positioning After Sponsoring a Competition in Trivia Crack
October 12, 2018
A Brand with Eyes Set on the Future
360 Energy Drink is a brand owned by the Peruvian company Industrias San Miguel (ISM). The company produces non-alcoholic beverages with the mission to satisfy consumers around the world with innovative beverages.
With the purpose of reaching an audience of thrill-seekers and adrenaline lovers, who enjoy challenges and competition, 360 Energy Drink decided to work with Flame Ads, sponsoring a contest inside Trivia Crack, Etermax’s #1 worldwide hit game. Strategic moves such as these reflect ISM’s trendsetting ethos.
A Perfect Match
The sponsoring was placed inside the Trivia Crack environment, where players can challenge their friends and other community members. There is also the Triviathon game mode, which allows players to answer questions non-stop until they get one wrong. The more questions they answer correctly, the larger the reward they get.
The beverage acts as the power the player needs to fuel their efforts in the question marathon. Also, the prize is represented by the finish line.
The Triviathon contest in Trivia Crack turned out to be a perfect match for 360 Energy Drink because the beverage acts as the power the player needs to fuel their efforts in the question marathon. Also, the prize of PEN 700 (near USD 200) is represented by the finish line. In this way, the brand is metaphorically seen as the energy source that a marathon runner needs to cross the finish line in top shape.
3-Stage Communication Strategy
The online event took place on September 21st and 22nd. It was available only for users in Peru. The communication was carried out in three phases.
In their social media pages, 360 Energy Drink and Trivia Crack announced the competition’s dates and rules along with the terms and conditions. At the same time, Trivia Crack sent users push as well as in-app notifications in order to let them know about the event and get them to sign up for the competition.
At the end of this phase, the competition obtained about 75% of the total contestants. Push notifications performed better at a rate of 56% registered users (5740 people). Even though in-app communication didn’t perform as well (19%), the number of registered users was similar to the one obtained through push notifications (5536).
Later, the strategy shifted towards raising the number of players who entered the contest. Trivia Crack users received push and in-app notifications, and the news about the contest was included in the News section of the app.
This strategy yielded significant results: 3856 new players entered the contest, a number which represented nearly 25% of the total participants.
At the end of the contest, the previous channels were used to announce the winner. In the social media pages, Trivia Crack also posted a top 3 ranking.
The contest got Trivia Crack players ecstatic and highly active in the social media posts. During the three stages of the communication, the app sent 941,142 messages about the competition in Triviathon. All in all, the notifications regarding the contest sponsored by 360 Energy Drink reached 125,310 users and the registration rate was 12% (15,132 unique users entered the contest).
This opportunity allowed us to try an innovative ad strategy to promote our brand. I’m confident many other companies will implement this successful idea from now on, said ISM’s Marketing Director
Users in social media were very happy to be granted the chance to compete in one of their favorite games in exchange for a cash prize. In Trivia Crack’s Facebook fan page for LATAM, the contest news was very well received by the community members. The post reached 71.741 people and users interacted with it 2062 times (most of them were positive interactions). 360 Energy Drink fan page post saw 476 interactions.
Katherine Vallejos, Marketing Director at ISM, told us: ‘We were pleased to be part of the first Triviathon contest. We reached a lot of users who noticed the competition was sponsored by 360 Energy Drink and the audience was very receptive of the idea. We felt this opportunity allowed us to try an innovative ad strategy to promote our brand. I’m confident many other companies will implement this successful idea from now on. We definitely recommend this strategy”.
✅ The sponsorship paved the way for a co-brand strategy between 360 Energy Drink and Trivia Crack, which helped the brands improve their value and positioning.
✅ 360 Energy Drink gained a solid presence and was well received by the contestants. The beverage brand had the chance to win new customers and penetrate in new markets.
✅ The sponsorship allowed the brand to be a native part of the game, with no interruptions for the user.
✅ Triviathon proved to be an easy-to-access platform for brands to carry out a sponsorship strategy. Using Triviathon, brands can reach diverse audiences through an avant-garde digital channel.