Ribena + Hasbro Gaming Campaign UX & Digital Product Design

The amount of ideation and strategy that goes into bringing an FMCG campaign to life across the British Isles, would bluster most consumers minds.

Ribena & Hasbro FMCG Campaign Entry Design, by Chris Watterston

The 2022 Ribera + Hasbro Gaming campaign was no different. Involved were months of meetings and negotiations; ideations and strategy, consumer journey mapping and design. In-store displays, web entry mechanics, instant win, and prize fulfilment– you get the picture.

For this particular case study, we’ll be focusing on the area I was responsible for, digital and web entry mechanics. Areas I planned, collaborated, designed, and continued product managing through to consumer prize fulfilment.

"Hasbro ’22 was a challenging campaign due to tight timelines, unknown mechanics and a large range of product going live with varying performance in market. Chris was vital in rolling out our new AR consumer journey on pack and mobile, ensuring it was compatible with the label and was a smooth experience moving through the stages. He has also managed from end to end the prize pool implementing and automating a new process."

"This has improved efficiencies across a number of brands moving forward and saved us from outsourcing, reducing the investment required to run the promotion."

"Always cool calm and collected he is a pleasure to work with and always on hand with a solution focused mindset."

Isabelle Berger - Brand Manager for Ribena

Objective

This was Ribena’s second running year partnership with Hasbro Gaming, so naturally the @TED Team were aiming to go bigger and better than our 2021 pre-successor campaign.

Ribena appeals to a growing number of in-home family occasions, therefore building another successful, but stronger, on-pack family relevant campaign. Performance would be measured through brand penetration, number of on-pack QR Code scans, web mechanic entries, and grocery, convenience feature and space (inc. in-store & online).

Leveraging the performance and our learnings from 2021, and the continuous growth of the in home occasion across our shopper base, we were driven to make the Ribena 2022 campaign bigger than ever, with the continued partnership with Hasbro Gaming– the #1 family game brand in the UK.

So with my role orientated around web, technology and the consumer entry mechanics, this was an opportunity to revolutionise the digital web entry mechanic, increase consumer engagement and excitement!

"Everyone’s ready to release the lockdown shackles and have some fun, so let’s roll the dice and let the good times begin! From Cluedo, to Battleships, to your own limited edition Ribena Monopoly board get your friends and family together and roll to win!"

Let the Good Times Roll 🎲

My Role

My Role was to manage and ensure the success of the Ribena + Hasbro campaign from a web and technology half. Simple enough!

This involved taking the top level activation mechanic and filtering this through the web entry mechanic for consumers. I managed the delivery of the entry ideation, wider team and brand collaborations, legal and ASA alignments, consumer prize fulfilment, and microsite design and front-end development (+ a ton more).

This was to become Ribena’s first campaign to include an Web Augmented Reality (AR) technology, that allows players to interact with the game virtually via a browser-based experience. This was an in-entry mechanic experience, with an accessibility and privacy fallback. We brought our Limited Edition Ribena Monopoly Mini Board to life through AR gamification, including the unfolding of the board and rolling of dice– all within the consumers immediate environment.

When it came to the back-end development of the consumer web entry mechanics and hosting infrastructure stack, I worked closely with our partner @Holograph in brining this to life. This also involved AR support from @ARize.

Metrics

716,273

Entries

368,084

Unique

16,885

Winners

We couldn’t have asked for better numbers. 2022 stats propelled past the brand set entry goal by a staggering 258.14%, and 2021 pre-successor campaign entry results by 898.05%.

When it came to unique entrance numbers, these again were beyond expectation. 474.85% increase on our 2021 pre-successor campaign, and 268.08% above brand set unique entrance goal.

"Ribena has outperformed all benchmarks set (benchmark 200k entries vs actual 712k+ entries) and is the most successful on pack offer run to date!"

Isabelle Berger - Brand Manager for Ribena

We even raised a glass to further sizeable results– the Ribena consumer email subscription opt-in count. A count which exploded 205.97% for 2022, compared to that from 2021.

This year's promotion added value, engagement, and fun to both Ribena + Hasbro and our consumers. Record high entry and engagement rates, and our debut web entry AR promotion– definitely a campaign for the Ribena history books!

Learnings

Learning were fairly small through this years Ribena + Hasbro Gaming campaign. Although we did deploy multiple web entry mechanic versions throughout the 162 days, two major and a handful of minor.

Major deploys included geo-blocking for entrants outside of the British Isles, and remaining deploys for the campaign extension.

*Due to confidentiality, I am unable to share all our learnings.

Partners

TED Team (Suntory GB&I In-house Creative Agency)

The TED Team are the in-house creative agency set within Suntory GB&I.

Working along side the Suntory brands located at their head office (literally holding hands), the team are able to use their skill set to develop and execute and achieve creative, impactful campaigns. A skill set spanning across strategists, designers, copywriters, producers, developers, social, and so much more. The team delivered a lot of the marketing campaigns you’ve seen on TV, OOH, online, bus sides, etc.

Over the years, the TED Team have been crucial in delivering campaigns, such as ITV Love Island, Missguided, Tomb Raider (Larazade) Xbox Halo, Hasbro Gaming– to name just a few!

Holograph Digital

Everyone has a story. Holograph’s involves helping brands tell theirs via exceptional digital experiences.

Throughout the years, we have accomplished this by developing proprietary websites and eCommerce systems for businesses of all types, sizes and geographies. But we are always evolving and have expanded into other sectors such as machine learning, AI, robotics and wearable technology. We never settle, and neither should you. That's why we continually extend our Digital Experience Platform (DXP) to ensure we push the boundaries within the IT industry and deliver you the most highly innovative products and online 'connected' solutions we can.

We've learned how to scale for our clients, offering 'nodes' of Holograph to our customers to allow them to manage significant parts of the hosting process themselves or keep data where they need it.

For more information about Holograph, visit holograph.digital.

ARize

Founded in 2018, ARize is an industry leader in the 3D and AR industries. With an ethos of putting the power into the hands of the creators, their vision is revolutionizing e-commerce, blockchain technologies and metaverse spaces. ARize is on a mission to bring 3D and AR capabilities to everyone, supercharging the visual experience it brings.

For more information about ARize, visit arize.io.

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