How Müller x MyProtein turned a quick game into large-scale trial

Background

Müller wanted large-scale trial of the new Müller x MyProtein Mixers range. Learning from Gingerbread Run, the focus shifted from deep engagement to a quicker route from play to product in hand.

The campaign

savi and our digital agency delivered Perfect Match, a Tesco-exclusive instant-win game promoted through paid social, in-store POS and flyers in MyProtein deliveries. Shoppers matched tiles to instantly win free Mixers pots, MyProtein merchandise or Tesco vouchers. Powered by Smart Rewards, winners could redeem online or in store, taking them straight from the game to the digital shelf

Why it worked

A simpler route to reward paid off. 62.7% of rewards were claimed, well above the typical rates for digital coupons. Over 40% of players came back to play again.

69.6k

game plays

40%

returning players

62.7%

reward redemptions

“I’ve worked on activation campaigns for a great number of years now, and I’ve never seen redemptions as high as 63%.”

Neil Sharp, Senior Shopper Marketing Manager.

Scan to play the game demo!