Z@pp is a Dutch television channel, which broadcasts cartoons, series and stories for children between the age of 8-12 year old. To promote the new styling of the website and the introduction of the Z@ppers (5 figures all with different looks, features and personalities) fans can now order special Z@pp ID cards.
CAMPAIGN SETUP
On the campaign website fans can order special Z@pp ID cards.With a short quiz on the action website fans can test which Z@pper suits them best. After this quiz the fans can start making their own Z@pp ID cards. The kids can upload a ultracool photo and fill in their contact details for the ID cards. After receiving their Z@pp ID cards, the kids can exchange their ID cards with their friends.
OBJECTIVES AND TARGET GROUP
• Target group: Z@pp fans (and interested newcomers)
• Subscribers to Z@pp
• Data acquisition
• Activate the new Z@pp styling
• Provide the target group with a tool that stimulates word of mouth
CAMPAIGN RESULTS
• 43,038 Unique visitors
• 679,029 Pageviews
• 15.8 Pageviews per unique visitor
• Average of 6:45 minutes on the site
• 12,000 new Z@pp members with an Z@pp account!
• 4,625 people have used the send a friend tool
• 3,574 Unique e-mails were created and send
• 14,321 people were informed about the campaign by visitors which used the viral tools
on the website
Results measured from the 20th of October till the 17th of November 2008 by Icemedia.
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