Greystripe recently commissioned comScore for a brand lift study of a recent mobile advertising campaign for Buick, which proved to have pretty impressive results.
The campaign for Buick used Greystripe’s “iAd-like” immersion ads that share many of the same attributes, and was used to increase awareness and purchase intent for the new Buick LaCrosse. The campaign ran from December 2009 to April 2010, and according to results from comScore, the campaign achieved a 21 percent lift in total awareness of the Buick LaCrosse and a 35 percent lift in purchase intent. In addition, 53 percent of those exposed to the campaign recalled Buick LaCrosse mobile advertising versus 4 percent in the control group.
Greystripe’s Immersion Ads provide advertisers the opportunity to engage users in a variety of ways including advergames, video, and access to a brand’s mobile site. The average interaction time with the ad was 28 seconds per user. Users who engaged with the advergame portion of the Buick ad spent an astounding 2 minutes 42 seconds interacting with the ad, on average. This custom advergame was inspired by the classic Simon Says game and asked users to repeat a sequence of four flashing colors represented by the four tires of the LaCrosse. The advergame highlighted the vehicle’s Stabilitrak system that “transfers power to the wheels that need it.”
Some other notable results from the study included a 58 point lift in awareness of Buick mobile advertising among Buick’s target audience of 35 to 54 year olds with $75k+ incomes, and a 29 percent lift in the likelihood to recommend the Buick LaCrosse. The ad itself also achieved a 3.9 percent click-through-rate. “We are so pleased with the results of our mobile campaign that we have begun working on another for the 2011 Regal,” said Craig Bierley, Advertising and Promotions Director for Buick/GMC. “Greystripe’s Immersion Ads delivered exceptional user engagement and significant increases in key metrics for Buick.”
We’ve covered Greystripe a lot in the past, for good reason. The company’s immersion ads (formerly called iFlash Custom ads) do almost the exact same things that iAds promise, except Greystripe has the advantage of over two-years experience in serving and perfecting such ads. This campaign exemplifies that experience with it’s rather impressive results. “These results showcase the effectiveness of Greystripe’s Immersion Ads for brands and the importance of offering a highly interactive experience for consumers,” said Michael Chang, Greystripe CEO. “This campaign demonstrates that mobile engagement is one of the most effective ways for brands to increase brand value and reach their business goals.”