Station domination improves consideration to play the game, driving usage amongst commuters
The Mobile Gaming App wanted to improve brand awareness and persuade people to take action towards the game, increasing usage amongst commuters.
In June 2016, the Mobile Gaming App ran a multi-media advertising campaign, which consisted of a variety of different formats that worked to create a unique immersive experience at Oxford Circus. This activity was complemented by a burst of activity on central London DEPs.
In order to capture the effectiveness of this campaign, we measured campaign metrics in association with Dipsticks Research. The sample consisted of 400 respondents:
61% 25-34 years and 39% 35-44 years
Test Sample: London Tube users
Control Sample: Non-Tube users who live outside London
Results proved that multiple formats had worked together effectively to increase awareness and improve consideration, driving commuters to take action. This included searching for the Mobile Gaming App online, talking to others about the game, or downloading the app/playing it for the first time.
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