Saatchi London took home a bronze at the IPA Effectiveness Awards yesterday
(Monday) evening for their Mattessons ‘MMM3000’ campaign.
Last year, the Kerry Foods-owned brand launched an integrated campaign promoting Fridge Raiders, the 100% chicken breast snack, enlisting gamers to help co-create the ultimate hands-free snacking & gaming device, the MMM3000.
To reach this gaming audience, Saatchi & Saatchi approached the UK’s number one gaming commentator, The Syndicate Project (aka Tom Cassell) and enlisted his legion of fans to design and build the ultimate hands-free snacking & gaming device.
Using the Facebook campaign tab, fans could follow the project’s development, submit their ideas and designs, and even see their suggestion turned into a working prototype by Hothouse IWG.
The Syndicate Project judged, tested and reviewed submissions from the audience and revealed the final, fully-functioning MMM3000 prototype in an exclusive ‘unboxing video’ to all his subscribers via his channel.
This activity was supported by an in-store gaming on-pack promotion and 10” TV execution.
The campaign’s films were viewed over 3.2m times on YouTube and more than 15,000 ideas were submitted to the competition to create the ultimate snacking and gaming device. MMM3000 saw the brand achieve a 20% uplift in sales, with ROI of £4.71 for every £1 spent.