Concept: To celebrate Halloween, Boomerang created a 13 nights in mystery manor countdown to promote Scooby-Doo and reward fans with a series of spooky surprises.
Objectives: Drive traffic to website and reward loyal Boomerang and Scooby-Doo fans with exclusive content and rewards.
DCI Score: 111
Use Case: Countdown Calendar
Scooby-Doo has been delivering spooky freights and thrilling mysteries since 1969, and in their latest campaign, Boomerang, is asking Scooby-Doo fans to come along for the ride. The Boomerang team created a haunting 13 day Countdown Calendar, built to provide fans with 13 days of mystery, spooky surprises, and irresistible treats leading up to Halloween.
Designed to resemble one of the many sinister manors that Scooby-Doo and the gang often find themselves in, over the course of the 13 days fans were able to unlock exclusive video content and offers. The team didn’t cut any corners in givings fans a range of unlocks, including exclusive discounts on the Scootober Virtual Run, free streaming videos, and digital pumpkin carving.
You can check out their haunted, but sweet, Countdown Calendar HERE.
DCI Score Overview: 111
There is nothing spooky about Boomerang’s DCI score of 111, which is a combination of a high Engagement Score (ES) of 221 and a Virality Score (VS).
Check out more details below on best practices you can incorporate into your digital campaigns to increase Engagement and Virality, as well as drive in-store purchases using online channels.
Engagement Score (ES)
- Add a Countdown Calendar. Boomerang increased the likelihood that consumers would continue to come back and visit their campaign page by incorporating a Countdown Calendar that released exclusive deals and new content over the course of 13 days leading up to Halloween. Spreading out the release of content and prizes encourages consumers to check back, click on the new giveaways and revisit older reveals.
- Focus, focus, focus. Your social and advertising activities should all lead to one central experience for your consumers to engage with. Today’s marketers recognize the need to constantly build and nurture their audiences and many are doing so by driving audiences downstream to immersive digital campaigns. Boomerang made the great choice of focusing efforts around their Countdown Calendar, a smart choice for boosting engagement.
Virality Score (VS)
- Make sure your story stands out. Boomerang included customized default language across their campaign, as well as personalized graphics and experiences. There was no mistaking that this campaign was about Scooby-Doo. Ensuring that your brand story stands out, from your social and share copy, down to the graphics and design is a simple, but important strategy for getting fans to share and engage with a campaign.