Even mums and dads (or more likely, mums and dads especially) know all about teen pop phenomenon, One Direction. QuizUp is a mobile trivia app similar to the game Trivial Pursuit, released for iOS in November 2013 and extended to Android in March 2014. It has more than 24 million users and is played in 197 countries.
Mondelez International is an enthusiastic user of on-pack redemption codes to drive sales in the US. Until now, these have asked consumers to cut out the code and mail it in to get coupons or rewards, which arrive weeks later.
Now, Mondelez and QuizUp have sped up the coupon-redemption process by going digital. And for the second year, the snack company has used the massive fan base of British boy brand, One Direction to help scale its promotional program across five brands.
Last year’s effort centered around an augmented reality app that turned logos into video content.
This year, calls to action on Mondelez packs for Chips Ahoy, Oreo, Ritz, Cheese Nips and Honey Maid encourage consumers to download the QuizUp mobile game. Users can then type in the codes that are printed on packages to unlock additional game points. Mondelez’ logos are also splashed into the background of One Direction-themed content—or quizzes—within the app.
Stephen Chriss, Mondelez’ senior director of U.S. media and consumer engagement, explained, "Following the success of 2013, the makers of Oreo, Ritz and Trident wanted to up the game and partner with one of the fastest growing games on mobile. We were already aware that One Direction was a hot topic with the QuizUp community, so we were able to use this insight and help build an execution that allows fans to engage with both One Direction and our brands, ultimately driving fans in-store."
QuizUp is also is also rolling out new ad products for brands including Google Maps, HBO and Coca-Cola. As part of its World Cup sponsorship this summer, Coke launched a new branded content section of the app.
"We are still in the experimental phase in rolling out any advertising package that we are actively selling," Thor Fridriksson, chief executive officer of QuizUp, commented. "Mixing up physical good marketing with a digital product is something that we are experimenting with."
