This news is a few months old but the details are interesting so I thought it deserved a post. Back in April, The Web Marketing Association gave Zooppa and 7-11 an award for running the “Best Advertising Online Campaign” of the year. I’ll cut and paste the press release below. Take note of the numbers at the end of the announcement:
Zooppa is a crowdsourcing platform with over 230,000 creative members – The Integer group and 7-Eleven came to Zooppa to have their community create UGC around the following mission:
“Create a 15 second video about Slurpee drinks and video games and the amazing, wonderful, ridiculous things that happen when they come together”.
There were a total of 163 videos submitted and 10 who won a cash pool of $25,000
How the media was used: The winning videos from the Slurpee/Xbox Zooppa contest were used as pre roll spots across Machinima.com which is a video entertainment network for the gamers. This ran from November 6, 2013 – January 2, 2014.
Campaign objectives: The campaign objective was to drive gamers to 7-Eleven stores to purchase Slurpee® drinks for rewards points to enter the Slurpee/Xbox Sweepstakes on Slurpee.com.
Results of the campaign: The pre-roll assets had about 4.5M impressions at a 1.46% CTR. Also, there were a total of 3.8M video completions at a 78.3% completion rate.
The results of this particular campaign are staggering. The winning video was used as a pre-roll ad on youtube. 7-11 only paid the creator $10,000 for the work but it generated 4.5 million impressions. And 78% of viewers watched the ad all the way to the end. I think these stats prove two things; #1: User-Generated Content is still a freaking amazing bargain and #2: If advertisers want people to watch their pre-roll ads all the way to the end, they need to make them as short as possible.
I checked the 7-11 project page and found the video that won the contest and raked in all those millions of “impressions.” Here it is: