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Birds Eye targets mums with ‘Mumometer’ Facebook app

MumbersAhead of Mother’s Day, Birds Eye has launched a Facebook app designed to highlight how hard mums work through the year.

The Mumometer app asks mothers to a number of questions in an attempt to establish: “how many hugs, sacrificed hours of sleep, bed time stories told and hearty meals served” to their kids.

It then presents the “Mumbers” as a infographic, designed to shared on social media.

The app was created by Hard Hat Digital and is aimed at expanding Birds Eye’s 80,000 strong Facebook fan base.

“Mumbers has got all of the ingredients for a successful, socially led campaign,” said Dan Monheit, director of strategy of Hard Hat Digital.

“It’s personal, relevant and requires minimal input from our fans. It’s also being launched into an active, highly engaged community at the perfect time.”

Inforgraph“Mother’s day is the ultimate day to recognise mums and praise them for the heroes that they are. The development of this app allows Birds Eye to celebrate mums around Australia and then share it on Facebook,” said Tara Lordsmith, Simplot Australia’s general manager of retail marketing.

The app is available at facebook/BirdsEyeAustralia.

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