News

Devondale creates mobile game in a bid to drive customer loyalty

Screen Shot 2014-10-17 at 1.20.58 PMDairy product firm Devondale has launched a campaign in a bid to drive loyalty among mums and to accelerate the use of its long life milk.

Created by Oxygen Interactive, it is fronted by Matilda the Devondale Cow with a mobile game at the centre of the campaign. It uses printing technology whereby unique codes are only revealed on packs once they’re chilled.

Matilda’s Dairy Dash, available on IOS, Android and Facebook incentivises and rewards consumers who purchase Devondale Long Life and chilled milk with the chance of instantly winning a share of $100,000.

Devondale marketing manager Kit Rahman said the brand faced a number of challenges.

“With our Long Life milk, the issue has always been around driving consumption and repeat purchase,” she said. “We know that if consumers put the product in the fridge, rather than their pantry, they’re far more likely to consume it. Therefore this promotion is a prompt to chill the product straight away.”

Consumers can play the game for free but to be in with a chance of sharing the money, they need a unique code that’s found on pack. In addition, players are encouraged with bonus prizes tokens to socially share their game successes such as level completions and prize wins.

Oxygen Interactive Strategy Director Iain Crittenden, said: “The really nice thing about this campaign is it takes everything that’s great about loyalty and promotions and technology and wraps the whole experience up in a fun, engaging and addictive mobile game.

“It has a tangible link to consumption, tells the brand story in a fun and immersive way, utilises a cool printing technology and rewards consumers for their loyalty.”

The game has launched with an iOS version through the App Store, an Android version available through Google play and a Facebook version on the Devondale Facebook page. All three can be accessed via dairydash.com.au.

Credits:
Client: Murray Goulburn
Suzanne Douglas – General Manager, Innovations, Marketing & Special Projects
Pam Burnett – Head of Retail Marketing
Kit Rahman – Marketing Manager, Devondale
Rebecca Lowth – Marketing Manager
Laura Gomez-Gracia – Senior Brand Manager Milk and Cream

Agency: Oxygen Interactive Marketing
Tobie Cameron – Creative Director
Iain Crittenden – Strategy Director
Janet Glass – Art Director
Daniel Buttigieg – Head of Studio
Linda Simoni – Senior Account Manager
Sarah Martins – Producer
Suvi Thammasarn – Senior Developer
Adam Kollwitz – Designer

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