The following is a Facebook engagement campaign case study, highlighting how to engage users on Facebook through gamification.
Prima Taste offers Singapore’s best-loved dishes, such as Laksa, Hainanese Chicken Rice, Mee Siam and Singapore Curry, in the simplest form of ready-to-cook meal sauce kits, premium noodle products and cooking sauces.
Complete, easy-to-use solutions: Provide consumers with the ultimate in convenience with a full complement of authentic tastes and flavours
Authentic flavours, premium quality: Specially source and select premium quality ingredients from around the world
Prima Taste wanted to build up its social media presence on Facebook. From there, they aimed to establish stronger brand awareness for Prima Taste – especially among the younger consumers.
Due to the rise in potential stories that could appear in one’s Facebook NewsFeed, competition has increased for a space on the newsfeed. The change in the Facebook algorithm to priorities posts from friends and families has made it even harder for the brand to reach out its audience.
This is why Prima Taste teamed up with Hashmeta in hope of rolling out a successful Facebook Campaign for Chinese New Year. The CNY season would be a good opportunity for Prima Taste to leverage on.
We propose a gamification idea for Prima Taste, bringing an interactive digital experience for users. The idea is that tapping into people’s innate desire to play games and get a good deal.
Our primary target audience is young adults, aged 26 to 45. We identified them as active users of social media. They adopt social media at a higher rate than any other generations. Not only that, but they use multiple aspects of social media, from reading and liking posts to sharing content, and most important, engaging with brands.
As part of the campaign, Prima Taste invited its Facebook fans to participate in a giveaway campaign – Huat With Prima Taste. From a grand $388 cash prize to Prima Taste hampers and kitchenware, participants just have to tap as fast as you can and complete the game!
For every tap, one of the “firecrackers” will explode, alongside with the sound effect of “Huat”. Once all the firecrackers exploded, the prize will be revealed. At the same time, there will be a voice greeting – “HUAT with Prima!”
Check out the demo here.
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