Last November, Ask.com released Ask for iPhone app, giving users the ability to ask questions and receive answers on mobile. To enhance this experience, Ask.com partnered with Six Flags to create a location-based game at 10 Six Flags parks in major markets nationwide with a budget of $150,000, for an 8-week program. The GPS-enabled Ask for iPhone app detects when users come within a 2-mile radius of a Six Flags park and prompts them to play the in-app "Skip the Line" game for a chance to jump to the front of the line.
They used 30 TV screens and signage in each of the 10 parks to promote the "Skip The Line" game. This was also an opportunity for Ask.com to test a new way to bring value to advertisers through a location-aware model that ties together location-specific Q&A with sponsored answers and rewards.
Ask's goals were to increase awareness of the brand and the Ask for iPhone app, engage 30,000 park guests with the in-app trivia game, and encourage multiple engagements per player.
Ask.com saw an average participation of 6 or more answers per player and the leaderboard shows some players playing endless series of 500 or more answers. The entire program operates on a true shoestring budget, while building mobile engagement. The cost was $100,000 for 8 weeks in 10 parks, plus the cost of production. Results:
-A total of 13.5M impressions; at a $7 CPM, this is far below any classic television
or out-of-home vehicle
-The initial response rate with 159,082 text messages received from 54,104 unique visitors is 2.5% of all park guests with cell phones
-Cost per initial engagement of $0.82 per participant
-The secondary response rate with 36,239 answers played inside the iPhone app by 5,345 individual iPhones represents 82% response rate of initial iPhone responders
-Initial response rate in 2 parks, LA and Dallas, with the most consistently nice weather, was over 8%
-Average answers per game player is 2.9 for texting participants and 6.8 for in-app players
Overall Rating: (3 votes)