MetLife Dragon Boat Game Campaign
The Dragon Boat banner was the first online gaming banner in the U.S. Asian market with Facebook integration. It successfully integrated culture, gaming and social media and transformed the web experience of the consumer by going beyond traditional product information and providing consumer engagement with the brand.
To increase visibility of the MetLife brand and reinforce its position as the number one life insurer in the U.S.
The strrategy behind the "Dragon Boat" campaign was to create a culturally relevant online game banner that could also grow virally via social media.
To build a strong market position with its multicultural customers and subsequently grow its market share, the "Dragon Boat" banner was the first online gaming banner in the U.S. Asian market with Facebook integration. It successfully integrated culture, gaming and social media and transformed the web experience of the consumer by going beyond traditional product information and providing consumer engagement with the brand.
The "Dragon Boat" campaign creatively responded to consumers’ needs by focusing on strong cultural and emotional insights. This included featuring the dragon boat race, a 2,000-year-old sport which requires strong teamwork, strategy and synchronicity. The campaign also featured Snoopy, a charachter strongly identifiable by Chinese American consumers. The campaign maximized MetLife’s brand exposure for online audiences.
Measured on performance and with a limited budget, targeting a very niche consumer market, namely Chinese Americans succeeded by delivering excellent results.
A total of 50,293 clicks were acquired @$0.46 per click.
The CTR at 2.11% was 21 times higher than the industry average (0.1%)
Total visits garnered were 7,251 with 150,383 interactions @$0.16 cost-per-interaction
The interaction rate at 11.33% was 4.5 times higher than the industry average (2.54%The average display time of the floating banner was 104.11 seconds which gave the MetLife brand longer exposure compared to other standard and rich media banners.
Overall, the online version of MetLife’s brand campaign showed significant results in terms of brand engagement and interaction with MetLife’s website. In addition, the game banner continues to grow within Facebook and drive consumers to the MetLife page at no additional cost.
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