How Itibiti Systems Inc. Created A Daily Consumer Engagement Application for McDonald’s Canada
BACKGROUND
Today’s digital landscape is saturated with countless web and mobile applications that promise brands a connection with consumers. Brands increasingly compete with each other for the attention of an audience that is fragmented across multiple touch-points. However, most of these touch-points require the consumer to ‘hunt’ for the connection; consumers have to actively search for videos, blogs, exclusive content, contests, promotions, and more. As a result, the consumer’s attention is completely fragmented, resulting in diluted share of mind.
CHALLENGE
The challenge is thus to increase a brand’s marketing reach, better engage consumers, build deeper relationships, and increase loyalty. Understanding the current digital landscape, Itibiti Systems Inc. identified an opportunity to aggregate the content and utilities that consumers were already searching for. We then looked for ways to connect consumers with the brand on a daily basis, in a way that didn’t require them to ‘hunt’ for this connection; a custom branded engagement tool in an uncontested, untapped space was needed.
SOLUTION
itiBiti built an exclusive, sophisticated content communication tool with access to popular online communities. It provided our sponsor, McDonald’s Canada, with a powerful opportunity to create deeper and richer relationships with consumers on a daily basis. This allowed them to engage in the social conversation of the day. Understanding online behavior of consumers, features were built into the application that would drive engagement and ultimately brand awareness. We enabled detailed metric reporting, capturing crucial data to ensure maximum retention, awareness and opportunities for sales.
| Consumer Value Proposition: - Full communication tool set - Integrated, rich-media environment - Social network aggregation - Customizable real-time content - Free calls to landlines & mobile - Exclusive first look opportunities - Access to promotions & offers Brand Value: - Daily, instant connection with consumers - Lives on the desktop, always “on” - A brand centric, consumer-focused platform - Measurable results & greater ROI - Accretive revenue opportunities - Traffic generation & increased loyalty |
RESULTS:
Launchpad increased the marketing reach of McDonald’s Canada to a total of 64,925 unique people in less than 6 months, with engagement rates that are unmatched in the digital spectrum: on average, consumers spend 10.59 minutes engaged with the application, as compared to 56 seconds on typical websites, according to Neilsen Online Research.
FIGURE.2
Consumer Engagement (October 2010 – December 2010):
| Total Installations | 67,135 |
| Combined Active Minutes | 2,261,304 |
| Combined Total Minutes | 3,062,694 |
| Number of Videos Watched | 753,286 |
| Average Active Minutes (per consumer, per day) | 12.44 |
Through its daily branded connection, Launchpad creates a deeper relationship with consumers by giving them reasons – such as greater social engagement – to repeatedly interact with the application for extended periods of time. From October 2010 to December 2010, consumers have spent over 2,500,000 minutes engaging with the application, all the while giving McDonald’s Canada an unprecedented amount of ad impressions**. In the end, this translated into increased loyalty for McDonald’s Canada and allowed them to take part in the daily conversations with its consumers.
TO LEARN MORE ABOUT HOW YOUR BRAND CAN BENEFIT FROM itiBiti, CONTACT:
Brad Parry, CMO
P: 905.763.3510 x 328
M: 416.627.2999
bparry@intertainmentmedia.com
www.intertainmentmedia.com
*As of December 9, 2010
**Monthly average of approximately 4,000,000 impressions
