jumptap biscuit holes case study

HARDEE’S BISCUIT HOLES CASE

STUDYMobile In The Mix

Panel List :Cathy Kellner-Diaz, Mendelsohn Zien/Hardee’sMichael Ahearn, iLoop MobileParan Johar, JumptapJoy Liuzzo, InsightExpress

Comprehensive mobile campaign designed to be integrated with television and online campaign for Hardee’s

PLAYERS:Mendelsohn Zien – Provided campaign strategyiLoopMobile – Built interactive mobile siteJumptap – Placed targeted mobile mediaInsightExpress – Conducted campaign effectiveness research

Biscuit Holes Mobile Program

Hardee’s is famous for their made-from-scratch biscuitsBiscuit Holes are an innovative product derived from the biscuit dough to form a sweet breakfast snack TV/Online goal – To explain to consumers what Biscuit Holes are

What are Hardee’s Biscuit Holes?

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Seamless integration with TV, online, in-storeCreate another opportunity to get consumers involved in the Name Our Holes programIncrease awareness of Hardee’s Biscuit Holes

Name Our Holes–Mobile Campaign Goals

Concept with existing campaign strategy & URLAdapt website to WAP site to ensure optimal user experienceDevelop on accelerated timeline

iLoop Mobile Parameters

Full Integrated Mobile SiteConsumer Benefits:

Firsthand involvement with the brandSubmit original names Send a mobile greeting cardTell a friend featureLearn about productView commercialsLocate a store

Brand Benefits:Grow brand awareness through new channelOptimize data captureEnable opportunity for future contact with consumerDrive traffic to storeLocate a store

Premium Targeted Mobile Placements Media placements on premium publishers and carriers including Mocospace, The Score Mobile, Weatherbug and Boost MobileTarget Males 18-34, Hardee’s core young hungry guy user groupGeo-target to Hardee’s locations & focus on key markets

Display Media Results1,221,076 impressions served15,247 clicks1.25% avg. CTR on sites2.71% avg. CTR on Boost carrierOverall CTR dramatically higher than 0.01% avg. online CTR

Mobile Site ResultsOver 8 week campaign:

11,325 visits6,754 unique visitors21,086 page views828 product names submitted407 SMS alert opt-ins143 Mobile Greetings sent

Research ResultsOverall, the campaign’s message resonated with the mobile audienceMessage Association increased 7 percentage pointsWithin the target audience of Males 18-49, Aided Awareness increased 9 percentage pointsLanding page attracted engaged consumers and educated them on the Hardee’s campaign messageCampaign motivated 18-24 year olds to become more aware and want to purchase product

Research Results Respondents who visited the landing page (Engaged) show significant increases in all brand metrics: Unaided and Aided Brand Awareness, Mobile Ad Awareness, Message Association and Purchase Intent

LearningsWhat worked:

Consider mobile upfront in your campaign – mobile is here to stay! Choose the best partners who are knowledgeable, thorough, able to work as a teamCreate a well-integrated program that provides a good user experience Program should be simple to understand and invite participationSelect media strategically because you could have a great message that doesn’t reach consumers

What we would do differently:Shorten the length of media to optimize the messageInclude a coupon or other traffic driver to award participantsContinue to engage the consumers from collected SMS data