Peters Ice Cream unveils bespoke Maxibon app
Peters Ice Cream has developed a bespoke app to promote its Maxibon brand, allowing customers to find Maxibon deals in their local area and chat with people who also love the ice-cream.
Created by digital agency Deepend, the ‘Snakr’ app encourages consumers to ‘Maxibond’ over the ice-cream.
When making a profile, consumers can select whether they want to be a Pro Snakr, a Seasoned Snackr, Bon Ethusiast, Rookie Bon-ner or Social Bon-ner.
The bespoke app is available for Apple and Android Phones.
Deepend’s new work also includes a specialised Snapchat Lens and a targeted social media campaign which will run in April.
The Maxibon video content for the ‘Never Smash Alone’ campaign shows how the app can bring friends together.
Each ad tells the story of people finding friends to share a Maxibon with via the app, as well as the Maxibonding moments they share.
The video spots also include parodies of infamous rom-com scenes from movies.
Luke Wallis, content director at Deepend said the campaign targets the 18-24 year old demographic by demonstrating how the Snackr app can bring Maxibon lovers together.
“Maxibon has been in market for 17 years and top five in its category. We wanted to make sure this work did it justice by taking the experience of shared snacking a step beyond basic ATL advertising,” Wallis said.
“Building on the brand’s iconic ‘Smash a Bon’ slogan, the new app, Snackr, matches Facebook friends to help ensure consumers will ‘never smash alone,’” he said.
Alicia Munday, head of marketing of Peters Ice Cream, said in a statement: “This creative not only resonates well with our core fans, the clever app design takes customer participation to a new level by actively driving fans together, and enabling easier purchase by highlighting the nearest outlet offering the best Maxibon 2-for-1 deal and turning users into legends.”
The Snackr app is available for download from the Apple Store and Google play.
Credits:
Peters Ice Cream Marketing Team:
- Emma-Jane Collins – Sales & Marketing Director
- Alicia Munday – Head of Marketing
- Chris Martin – Marketing Manager
- Carla Spadafora – Senior Brand Manager
Parodies of films that were released when most of your target audience were not even born and an app that adds no actual value to their lives. Not quite seeing how this will connect….
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Maxibons are my favourite ice cream but everything about this is.. as the 18 – 24 yo’s would say “cringe”
No one wants another junk app wasting their data, or collecting information from their device.
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