Cornetto wanted to surprise and engage the users outside of the ice-cream season, while increasing the brand perception and possessing the “affection” and “love” concepts better.
We knew that not every user “really” knows each and every person in their friend list, thus we create an application where users’ knowledge on the opposite sex were put to test. Our goal was to determine how carefully they pick their Facebook friends than their real life ones and to surprise them with the results while putting them in a competitive environment.
With this strategy and creative idea, we’ve created “You Know Who?”, where users’ friend data is used to create questions on them and asked the users which friend is the answer for those questions. The score depended on the answering time and level.
The campaign lasted for a month and in that time, the game was played by 14.681 users 49.145 times. During the campaign, 153.853 were invited to this challenging game and %5 of those accepted. The average time on site was an astonishing 8 minutes and 50 seconds.
270.426 questions were asked and only 208.472 of them was answered correctly.
The most important part except the WOM effect we created is the insight that was gained from the campaign: Women had answered 170.746 of the question correctly while men has only scored a mere 37.726, which comes to the conclusion:
“Women are a mistery for men, even on Facebook.”