Maoam – a teen chewy sweet. We’ve been developing Maoam’s marketing strategy across all digital channels for over six years. These sweet digital campaigns included the launch of Maoam’s Music Mix App and the Mega Vend Game.
In order to support the experiential activity, we settled on an interactive puzzle game that would work across iOS and Android. The result was The MAOAM Mega Vend Recharge app.
The game was conceptualised by the whole team, designed by our illustrator, animated by our design team and built by our devs. We even composed the music. The game was carefully branded in order to promote Maoam in a subtle, unobtrusive way, ensuring users were aware of the brand without feeling coerced.
The team wanted to understand the decision teenagers made when purchasing chewy sweets. We ran tests with several teen groups. Testing everything from secret shoppers through to online environments and content teenagers engaged in. It became apparent that music resonated strongly with the audience. This allowed the team to add value and build relevant content allowing us to develop the Music Mix App and activity.
Extending the activity into a 14 week live tour. Each week the experiential team would set up in key urban shopping centres across the country.
Introducing the audience to Maoam and the live version of the app.
Each participant was provided with details of the online version of the app and the weekly competition which ran as a Facebook Tab on the Maoam page.
Each week the top five mixes would be selected and they would all win a Maoam goody bag. The top mix as voted by the fans on the page would win an iPad and selected Maoam music accessories – such as branded headphones.
The impact of the online and offline activity was immediately felt, resulting in extending the tour by a further 8 weeks.