ASIA-PACIFIC – CHINA, SEPTEMBER 10, 2012 – Global media and marketing services network Mindshare rings in the launch of a media first mobile branded-content gaming app with ZESPRI® New Zealand Kiwifruit, through the release of its very own movie-like trailer.
The free ZESPRI®-branded mobile game application “Kiwi Farm” available at iTunes stores on September 6, 2012, was developed in collaboration with Mobile Now, stemming from Zespri’s brand-building strategy to cultivate a loyal consumer following.
Based on insight that young urban women are the new hardcore gamers (source: Zynga), Mindshare took the ZESPRI® campaign right into the heart of the mobile gaming arena.
“The key objective of the campaign was for ZESPRI® to nurture a loyal fan base. With that in mind, we feel that the branded game application creates personalized brand experiences for consumers, reinforcing Zespri’s brand essence of healthy, fun-loving, and innovation. We also feel that the game helps to reinforce our communication theme, ‘The little bits that make the BIG difference’.” Said Rita Chen, Marketing Manager China, ZESPRI® International Limited.
The movie-style trailer, slated to debut across strategically selected media platforms in China, brings the game’s colorful characters to life. Transporting its viewers to the exotic island of New Zealand, the trailer brings its viewers along a magical adventure with a family of kiwis, where they discover an abandoned human baby. The twist in the tale leaves viewers wanting to download the app to help the kiwi family in their quest to nurture the baby with virtual ZESPRI® Kiwis.
Over 23 billion apps were downloaded globally in 2011, an increase of 38 percent versus the previous year (Strategy Analytics, 2011). With the surge in the number of downloaded apps as well as time consumers now spend on their mobile devices, Mindshare recognizes the potential of the mobile market. The launch of the ZESPRI®-branded mobile gaming app sows the foundation for Mindshare to branch out and embrace new marketing platforms.
“Original Thinking sits at the heart of everything we do at Mindshare. Integrating the ZESPRI® brand into a mobile gaming application engages our consumers, who simultaneously have fun spending time with the ZESPRI® brand via the game, creating a deeper emotional connection and loyalty to the brand.” Said Karl Cluck, Chief Strategy Officer, Mindshare China.
