QUESTION TIME
“When it comes to measuring effectiveness, the answer would mostly depend on the objective. If the reach is the pure objective, then interactivity – in excess - can be a barrier because it asks more of the user. If the main objective is impact and engagement, then interactivity will definitely be effective.”
Increasing interaction with the consumer via digital platforms is a phenomenon that shows no signs of letting upr
becoming the 'default' medium, taking that position from TV. When it comes to measuring
effectiveness, the answer would mostly depend on the objective. If the reach is the pure objective, then interactivity – in excess - can be a barrier because it asks more of the user. If the main objective is impact and engagement, then interactivity will definitely be effective. And with the accelerated evolution of the social media, we should also be considering the fact that we can drive earned media through consumers who have engaged with our content. Meaning the likelihood of them telling their friends, and them engaging with it because they have been told by a friend, and as a result the whole dynamic of consumer engagement increases exponentially. I’d like to share the example of
our digital campaign: Magnum Pleasure Hunt. It was an interactive game which ran a hunt for chocolate buttons across the web. Eight million consumers played the game and they engaged for five minutes on average. Compare that with any other media and you quickly realise these numbers are
extraordinary. This year we have launched the
sequel and already it has been played by almost a million people, spending an average of four minutes on it. Interactivity gives consumers the experience they want, by allowing them to define content or consume it in the ways they would like it.
OLIVER RUDGARD Managing Director, Tyrells Crisps
The Tyrrells communication model is based upon the belief that other people talking about a brand is more powerful than a brand talking about itself. It is therefore key to build a strong community of advocates that will eulogise about the brand truths and immerse themselves in the brand personality. This meant that traditional mediums such as TV and press advertising were out and richer methods of communication and interactivity were in. Tyrrells follows two pillars of
communication: packaging (or ‘packvertising’) and digital. We recognise that brands need
to work hard at point of purchase and get real ‘cut through’.
Therefore, as part of our restage, we relaunched our entire range of packaging which we used as a platform to bring our brand personality to life. Convention would state that chunks of cheese and mounds of onions are key to conveying the deliciousness of the morsels contained inside a bag. At Tyrrells, we took a rather more eccentric view and have used black and white English photos that convey the flavour of our crisps in a rather more entertaining way. Whether it be the girls doing
hand stands on Tynmouth beach on our Lightly Salted variant or the ladies chuckling over handfuls of sausages for our Ludlow Sausage & Wholegrain mustard seasoning, our photos aim to grab a shoppers attention and convey a real sense of character. We use the back of our packs to continue the engagement process and have created a range of consumer engagement programmes that deepen the meaning of the brand. For example; the English eccentrics photo competition; the entertaining caption competition; and the Tyrrells alternative lifestyle guide. With an increase in household
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