We’ve only gone and launched our third campaign of the year for Bioré, the experts in clean pores!
Hot on the heels of our video campaign featuring Shay Mitchell and the launch of the brand’s Clean Skin Plan personalisation tool, our latest campaign gives Bioré fans the chance to win a host of goodies.
But it’s not simply a case of ‘fill in your details and see if you’ve won’. Far from it, in fact.
Tapping into the phenomenal popularity of mobile games amongst Bioré’s female-skewed target audience, we’re challenging them to complete a super-fun and ridiculously addictive game called Free Your Skin!
In a manner reminiscent of the classic ‘whack-a-mole’ arcade game, players of Free Your Skin must tap their screen whenever a pesky blackhead appears.
Those who manage to hit ten blackheads before the timer runs out can enter their details to see if they’ve won one of 300 pore strip products, plus the grand prize of the brand’s entire range.
It may have fun at its heart, but there is a serious purpose to the campaign. Encouraging this kind of playful, incentive-driven interaction is a highly effective way of educating consumers on the efficacy of Bioré’s Pore Strip products.
The campaign is being heavily promoted through Facebook, both to Bioré’s 1.2m followers and via targeted sponsored posts.
Mobile and tablet users are taken to a standalone mobile site to play, but desktop users can play the game on the brand’s Facebook page.
A staggering 24,000 unique users have played Free Your Skin over 150,000 times in its first week – many of whom have won some of the fantastic prizes on offer.
But it’s not all doom and gloom for those who haven’t. Unsuccessful participants can instantly play again for another chance to win.
With 90% of UK adults predicted to own a smartphone by 2020, and 5G networks just around the corner, the power of mobile games as a tactic to entertain and educate consumers has never been greater.
Here’s a reminder of what happened when our digital director Jake Xu and Quidco’s Andrew Allen got together to talk about the commercial effectiveness of digital games.
Once you’ve checked that out, head over to the Free Your Skin game and see if you can smash those blackheads!