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This Chat Buddy will be visible to all Nimbuzz users across India. We have been bringing innovation for advertisers and our users, connect them together better than any other alternative available in the mobile space. Marketers, solution providers and technology partners are discovering newer and innovative ways to interact with consumers instead of interrupting them. Here, Chat Buddy enhances the overall communication story delivered in traditional channels by offering consumers real time interaction with brand on their personal handsets.
The games are not always to be completed and are not that difficult nor too easy to win. However, the clues are random in nature and do not necessarily appear only when you are supposed to go to the next level.
This might have been done to decrease the bounce rate of the users who are not that game savvy and would lead to leaving the game in frustration of not completing it. But, it would have made it more challenging to gather the clues nonetheless. You can also view the character profiles in question with a brief description about themselves.
The descriptions in the profile can help you decipher about the killer with the help of clues you might have earned after playing the clue games. And you can also download the videos to watch it on the go on your PC and mobile to consume it multiple times, helping you out with the puzzle. Mentos is also heavily posting about the application on their Facebook page and urging the fans to participate. The application although fails at implementing the social sharing feature which could have been implemented at every level the user unlocks a new clue to share it to their timeline.
This could have encouraged more participation and let the brand target more friends of fans for better penetration on Facebook. The fan-gating of the application in the campaign seems to be working for Mentos with their Fan growth rate highest in the last week when compared over the period of last 3 months and the page has a great engagement rate as well sharing humour related and whacky pictures which resonate well with the brand overall.
Mentos has recently joined YouTube and all the videos uploaded on their channel are relevant to the campaign as of now. You can view the ad in different regional languages which you can browse through the Facebook application as well as well as some teasers regarding the brand asking users about who they think the killer is seems staged though!
With these efforts, Mentos has accumulated around 91 subscribers which is not a bad result after all in just 2 weeks post the launch of the campaign and more than 50K video views. The campaign could have been implemented on Twitter along side Facebook and Twitter. Twitter known for its witty users and one liners could have been leveraged by Mentos as one of the optimal medium for the campaign.
The social share option could also have been leveraged on the Facebook application for a greater viral reach and better participation. The application though is still in its nascent stages with an end date of 24th March. Mentos has certainly lived up to its brand persona with this interesting and promising campaign.
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