Categories Name : Marketing Strategy

Sub-Category : Best use of Apps/Games for Marketing

Entry Name (Campaign) : Thums Up’s Gamified Audio Engagement Campaign-T20 WC’2022_EssenceMediacom x Amazon Alexa x Amazon Ads

Results

Thums Up launched the Stump Cam campaign to strengthen its association with Cricket. We measured the campaign’s impact across outreach and audio engagement. The Thums Up campaign recorded the strongest performance in the history of Alexa Ads in India:- • Impressions: 30MM delivered vs. 22MM planned • CPC: INR 8.1 vs. INR 12 (benchmark) • CPM: INR 35.7 vs. INR 40 (benchmark) • 99.9% Ad completion rate (+10% higher than Alexa benchmark) • 412K Gameplays (5X of Alexa benchmark) • 331K Total Ads served (4X of Alexa benchmark) • 138K Unique Players (3X of Alexa benchmark) • 2X higher opt–ins for rewarded ads vs. Alexa benchmark Prior to the launch of the Alexa Daily Cricket Trivia campaign, Google search trends indicate an: Interest over time: 20; this rose by 5X by mid-flight of the Alexa DCT campaign, and then fell to 0 by Nov 20th. [Campaign Flight: 16th Oct – 13th Nov’22]