Home' The Franchise Review : June 2016 Contents THE FRANCHISE REVIEW
We knew that engaging via the game would bring the brand to
front of mind with customers, so that when they were looking
for a healthy alternative while out and about they would think of
With traditional ATL media, you capture the consumer's
attention for 30 seconds. So far, the total game play on Free the
Fruit is 14 million minutes. To have a consumer engaged with
our brand for this amount of time is invaluable.
For the success of the project, we had to make sure that the
game stood on its own and did not feel like a marketing game.
As Boost is a brand known for its variety of smoothies and
options, it seemed only natural to create a game that made fruit
the hero; hence, Free the Fruit was born, with Mango Man as
the main character.
The game asks users to help Mango Man free the fruit that's
been stolen from Boost Juice stores around Australia by fruit
nappers. By creating a concept that was fun and fictional,
but still brought the brand assets to life (including the brand
founder as a fruit napper), we knew that we were giving players
an experience that would feel natural and not too branded,
hence holding their attention for longer periods of time.
As a new marketing initiative that was different to the brand's
usual campaigns, Boost Juice knew that the marketing
methods for Free the Fruit would have to be different. The
marketing strategies would aim to achieve the following goals:
• to encourage people to download Free the Fruit
• to encourage users to play again and continue to engage
with Free the Fruit
• to drive the frequency of users visiting stores as a result of
engaging with Free the Fruit and using their vouchers.
In order to achieve these goals, Boost Juice first created in
store point of sale marketing on both their digital screens and
posters advertising customers' chances to play and win. On
average, Boost Juice stores have an annual footfall of 23 million,
meaning that POS marketing is a great way to get current
customers interested in the game. To further engage with
current customers, Boost Juice also handed out Free the Fruit
collectable cards with every purchase, allowing customers to
meet the characters and fruit nappers, plus enter a daily bonus
code for in game power ups to help players beat each level.
We knew that our marketing methods had to be online/
digital and engaging, as people would be more likely to play
or download the game if they learnt about it when on their
smart phone or device -- especially when trying to reach new
customers. Facebook marketing was determined to be a strong
and targeted way of doing this. We leveraged our 530,000
Facebook followers first, for the initial downloads, and then
created look alike audiences from those players to target non
Boost fans. This, combined with omni channel marketing to
our Vibe [loyalty club] customers through email, and to users of
our Boost app, meant that we reached our target of downloads
The app achieved number one in the App Store for two weeks
(free games) and number two in its first weekend (all apps),
proving these methods to be effective ways of achieving the first
goal of downloads.
In order to achieve continuous engagement, the offering of
time sensitive coupons resulted in more than two million games
being played, totalling 14 million minutes of gameplay in the
app's first two weeks.
Further to this being a brand noise campaign, word of mouth
would also contribute to the success of the game. This is why
during the development phases of the game, it was important
to Boost Juice that the app was simple, yet highly addictive,
and would encourage users to share their experience and wins.
All communications heroed Mango Man and his objective to
Free the Fruit from the Boost Juice stores. A variety of videos
and still images were created to keep users engaged through
social media during the eight week campaign.
Free the Fruit statistics:
• Number one on the App Store for two weeks (free game)
• Number two in its first weekend (all apps)
• Four million vouchers were made available to be won
• Almost two million games were played.
• 14 million minutes of gameplay -- campaign doubled to
eight weeks as a result.
• Creator: Retail Zoo/Boost Juice & Millipede
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