About This Case Study
This is an editorial analysis by Code Crush of a publicly-published case study by Marvy Co. The campaign was produced by Marvy Co. for Chupa Chups — not by Code Crush. We're examining it because Facebook Instant Games sit in a strange category — high reach, low retention — and most brands fumble them. Marvy Co.'s build is one of the cleaner public examples of using the format well. Quotes attributed; links to the original.
What Marvy Co. Built
Marvy Co. describes the campaign on the source article:
Instant Game is a form of mini-game deployed on the Facebook social-network platform. In a new-product promotion, the Chupa Chups candy brand launched the instant game "Nhuộm Xanh Cuộc Vui" with novel gameplay that attracted attention from many customers. Players just tap the green-coloured candy bars as the game requires to complete the picture of the boy in the game. (Marvy Co., translated)
Project page: Chupa Chups instant game by Marvy Co..
Why Facebook Instant Games Are Hard
Facebook Instant Games run inside the Messenger and Facebook surfaces with no install friction — and that exact frictionlessness is the problem. Players come in fast and leave fast. A campaign on this surface has to make the brand impression land in the first 15 seconds, because most players won't be there for the 16th.
What this Chupa Chups build does well:
What Marketers Should Take Away
How Code Crush Would Build a Similar Activation
Facebook Instant Game support is part of Code Crush's deployment toolkit. Our skill-based formats (Flappy Bird, Doodle Jump, Penalty Shoot Out) can be packaged for Instant Game distribution with brand-specific assets, then mirrored on the open web for cross-channel reach. The same single build runs on Facebook, embedded on your website, and as a standalone link.
@youtube[TBD|Marvy Co. — Chupa Chups Nhuộm Xanh Cuộc Vui Facebook Instant Game]
Source: Marvy Co., "10 Ý Tưởng Triển Khai Chiến Dịch Marketing Gamification và AR", marvyco.com. The Instant Game format choice, the painting mechanic, and the Chupa Chups partnership are attributed to Marvy Co.'s public write-up.
Tagged with