It seems WhatsApp — the free international texting and chat app that was featured in a recent Katy Perry video — is the place to be for teens. Israeli chocolate brand Klik understandably wants to get in front of this demographic. But since WhatsApp doesn’t have ads, Klik worked its way in through the back door. It built its own game to play on the platform.
With the help of agency Great Interactive, Klik created a Simon Says-style game called “Klik Says” just for WhatsApp. In order to launch the game, players have to add Klik’s number, listed on Facebook, as a contact. Once fans added Klik, the game could begin. Like in “Simon Says,” Klik asked fans to carry out actions, starting each command with “Klik says …” For example Klik asks a fan to grow a mustache, and she messages back with a picture of herself holding up a doodle of a mustache over her mouth.
According to Klik, more 2,000 have teens added the brand on WhatsApp and 91 percent of them completed their Klik Says tasks. The Klik Says initiative also created buzz on Facebook, resulting in almost 1 million impressions for Klik Says content. Engagement rate for Klik increased by 51 percent on Facebook.
This isn’t the first time a mobile app has asked consumers to add a brand to their contacts. Acura recently used popular mobile app Snapchat to give fans a sneak peak of its new car model. Taco Bell also tried its hand at Snapchat. Expect to hear more about WhatsApp as other brands climb on board.
Check out the Klik Says case study video to get a sense of how the game works (and the Katy Perry video with WhatsApp is just below, you know, just in case you need to see it):
Why a sports betting company will brand the new train line to MetLife Stadium
As part of this effort, a variety of print and digital assets have been developed, as well as the official rebranding of all of the NJ Transit system's signage and advertising to accommodate the new rail line. A clear understanding of the financial agreement was not provided.
How Squarespace is marketing more directly to the creator economy
With new features and ads, Squarespace is the latest tech company to market more directly to creators
Member ExclusiveMarketing Briefing: With pressure mounting on Q4, some marketers are planning to roll out holiday sales early
Marketers are rolling out holiday marketing and sales early as economic uncertainty persists and pressure builds for the fourth quarter.
Sponsored<strong>How marketers are responding to shoppers’ wants this holiday season</strong>
Matthew Tilley, executive director, marketing, Vericast With the holidays right around the corner, the economy may force some consumers to adjust their plans and stretch their dollars even further. While some shoppers may rein in their spending, others will still go all out despite a cloudy economic outlook. Given the current economic climate, consumers are […]
Member ExclusiveDigiday+ Research: Who will gain and who will lose when (if?) the third-party cookie goes away?
There is endless speculation about what the world without third-party cookies will look like -- or even if it will ever come to be. Digiday asked publishers, agencies and brands about who they think will gain and who they think will lose following the death of the third-party cookie.
‘Multiplier effect’: Lower match rates in data clean rooms are being given a much-needed boost
Publishers looking for a bit of good news in their search for sustainable ways to scale their data sans third-party cookies may have got some thanks to data clean rooms.