The campaign that began in June and will run through October via LiveRail is designed to reach active, fitness-minded adults with messages about its sugar-free, zero-calorie energy drink.
The ads use preroll video assets, survey and ‘gamification’ strategies to engage viewers and gather analytics about what customers want from the Xyience brand.
With over 2.6 million impressions served, Xyience’s ad unit has achieved a 71% engagement rate compared to the industry standard average of 2%. This includes ‘hover overs’ and interactions with any touch point.
With the latest campaign optimisations in August 2014, Xyience’s interactive video preroll checks in with a completion rate of over 80%, which is above the 67% industry. The unit’s clickthrough rate of 3.5% is more than four times higher than the industry average of 0.85%. Users are spending an average of 48 seconds in the 30-second interactive video spot.
“The Xyience Xenergy drink product builder/recommendation unit encourages consumers to truly experience the brand as a part of its content messaging,” said Scott Reese, CEO and co-founder of blurbIQ. ” By allowing choice to interact in the unique brand experience, we are walking consumers through the purchase funnel that includes awareness, consideration, purchase and advocacy.”
The interactive video asks a question with three possible responses overlaid on the video under the headline, ‘What do you need to succeed?’. Based on the answer selected, the relevant Xyience Xenergy beverage is displayed/recommended to the viewer at the end of the video. The viewer can then share the unit from the preroll to Facebook. The campaign renders appropriately regardless if it’s shared to a mobile device, tablet or online.
“We know today’s active adults lead busy lives, so it’s exciting to be able to use this innovative technology to catch their interest in our product offering and gauge their feedback simultaneously,” said Aimee Wenske, Xyience’s brand and social media manager. “Clearly, we have succeeded in engaging our customers, as they average 48 seconds with the unit that only runs 30 seconds of video.”
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