Promotions | WARC

Case Study • MMA Smarties, Gold, LATAM, 2018

Soft drinks company Coca-Cola created FanFeat, a competition for music fans, to boost sales among 12- to 24-year-old Brazilians, achieving record teen engagement and an increase in Coke sales.

next: Bradesco - Bank next - Lollapalooza Game

Case Study • MMA Smarties, Gold, LATAM, 2018

next, a mobile only bank, used its sponsorship of Lollapalooza Brazil to drive account openings.

Ruffles: Ruffles AmiGO

Case Study • MMA Smarties, Silver, LATAM, 2018

Ruffles, a brand of potato chips, created an augmented reality, mobile-only game for teenagers in Brazil.

Don't do that! Mistakes for marketers to avoid

News • 27 November 2018

Much of advertising best practice is focused on advising people what to do; rather less effort goes into explaining what not to do, but there are valuable lessons to be learned from failure, according to two industry figures.

UNIQLO puts omnichannel experience ahead of price

News • 21 November 2018

Many retail brands make the mistake of getting sucked into a price spiral on Singles’ Day instead of focusing on brand attributes and consumer needs, according to one of China’s leading retail marketers.

The Diamond Concierge: The Surprisal

Case Study • Benjamin Davis, WARC Media Awards, Shortlisted, Effective Channel Integration, 2018

The Diamond Concierge, an Australian online diamond retailer, launched an integrated campaign to raise awareness and demystify the purchase of diamonds among a non-expert, male audience.

How UNIQLO China cracked Singles’ Day with ‘online to offline’ retail

Article • Anna Hamill, WARC Exclusive, November 2018

Uniqlo capitalised on Singles Day in China by creating an innovative ‘online to offline’ solution which utilised dynamic discounting on their physical stores to supplement online sales.

UNIQLO: Hijacking the largest shopping festival in the world

Case Study • Summer Liu, WARC Media Awards, Shortlisted, Best Use of Data, 2018

UNIQLO, the global clothing brand, increased sales and improved customer value during Singles' Day, China's one-day shopping extravaganza on e-commerce giant Alibaba.

How print and online flyers impact consumers

News • 02 November 2018

Print and online flyers have an equivalent impact on memory and purchase behaviour, meaning the best promotional vehicle can be selected using cost and reach criteria, a paper in the Journal of Advertising Research (JAR) has argued.

Dettol: India's new hygiene teacher for urban kids

Case Study • Vibha Gupta, Jitender Dabas, WARC Prize for Asian Strategy, Entrant, 2018

Hand sanitiser brand Dettol grew reach, engagement and brand impression in India by releasing a mobile game based on a popular character tie-in.

Nike: KD9 Tour

Case Study • Ben Condit, Jerry Perez, Summer Liu, WARC Prize for Asian Strategy, Entrant, 2018

Nike partnered with basketball game NBA2K Online to launch its new KD9 shoe and make it Nike’s fastest-selling shoe in China.

Jetstar: Beat the Price

Case Study • Hon Wui Theo, WARC Prize for Asian Strategy, Entrant, 2018

Low-cost airline Jetstar's Indonesian operation made top-of-mind awareness and engagement gains with an interactive game and supporting promotional campaign in Singapore.

Project Nanhi Kali: #PowerlessQueen

Case Study • Direct Marketing Association - US, Bronze, 2018

Nanhi Kali, an organisation for underprivileged girls in India, launched an awareness campaign to highlight the plight of Indian women by creating an online chess game featuring a powerless queen fighting a powerful queen.

NOBLEX (Newsan Argentina): The All in Promo

Case Study • Direct Marketing Association - US, Silver, 2018

Noblex, an electronics manufacturer, increased sales of its 4K HD TVs in Argentina by launching a promotion during the 2018 Football World Cup that offered refunds if the national team didn’t qualify.

Island Records: Fall Out Boy Story Mode

Case Study • MMA Smarties, Silver, North America, 2018

Fall Out Boy, an American rock band, partnered with video game Asphalt 8 to extend their audiences via an immersive branded story mobile game.

Arcos Dorados Comércio de Alimentos Ltda: BiteCoins

Case Study • MMA Smarties, Gold, Global, 2018

Fast-food restaurant McDonald's created its own cryptocurrency, which clients could exchange for real products in its Brazil stores.

Coca-Cola Fan Feat

Case Study • MMA Smarties, Silver, Global, 2018

Soft-drink brand Coca-Cola engaged Brazilian teens by making them the jury of a music contest held across social and digital.

Target Media: The Commuter Mini Game

Case Study • MMA Smarties, Finalist, Global, 2018

Studio Canal, a film production and distribution company, was able to reach its UK target audience with a unique mini-game format that drove unprecedented engagements rates and clicks to point-of-sales sites.

Ruffles AmiGO

Case Study • MMA Smarties, Bronze, Global, 2018

Ruffles, a brand of crisps, combated declining sales in Brazil by creating a game for teenagers to connect them with the brand.

Doritos: Beating the Unbeatable

Case Study • MMA Smarties, Silver, Global, 2018

Tortilla chips brand Doritos increased sales in China by engaging millennial gamers in a fight against the League of Legends world champion.

Turning KFC into gamer's playground

Case Study • MMA Smarties, Gold, Global, 2018

Fast-food restaurant brand KFC used a collaboration with popular Chinese game Onmyoji to increase restaurant traffic and sales among a young audience.

Walls - Icecream sandwich: An election of a lifetime

Case Study • MMA Smarties, Finalist, Global, 2018

Walls, an ice-cream brand, leveraged the election in Indonesia to pit its ice-cream against one another and make light of an otherwise serious national debate.

Patanjali Noodle: Chotta bheem Toy Integration

Case Study • MMA Smarties, Finalist, India, 2018

Patanjali, an Indian consumer goods company, increased brand awareness and sales among Indian children by launching its products through an in-gaming integration.

StarPlus: Sabse Smart Kaun

Case Study • MMA Smarties, Silver, India, 2018

Sabse Smart Kaun, an Indian reality gameshow run by television channel StarPlus, increased viewership of its programme by launching a mobile game that allowed viewers to play along while the show was being aired.

Little hearts: Breaking hearts in Fun way

Case Study • MMA Smarties, Finalist, India, 2018

Little Hearts, a biscuit brand, increased awareness in India by launching an in-ad mobile game to reach millennials.