Situation:
Kid Cuisine knew that their character was lacking, both visually and conceptually. He needed to be revamped to drive new SKU’s, promotions and the gamut of content on their relaunched site. They needed to rebuild him quickly to drive sales during their key time frame.
Solution:
We tapped into our arsenal of world-class animators, digital developers and ad folks and developed a new look, packaging, site, and campaign. We launched with a self-created promotion titled “Krazy Kombos,” inspired by the fact that our core target dug the fantasy of mashing two incongruous evergreen themes together. The promotion energized limited-edition meals, a new role for KC and an engaging digital daily instant-win feature that put kids in control of creating their own custom prize by mashing different rewards together.
Results:
The launch promotion was a huge success:
- Unsurpassed levels of participation! Unique registrants to the site surpassed 20,300 in the first 17 days. (Overall goal was 40,000 over three months.)
- Instant win plays topping out at almost 600,000 in total with each player returning an average of 10.8 days to try again
- Consumers sticking around to play branded games: average total minutes spent per registrant 17:20
- Drop-off rate of under 15%, versus industry standard of 40%
-
KC Character Exploratory -
KC Before & After -
KC Kid TV: “Krazy Combos”
