Mother Dairy Ice Creams by AliveNow came up with a simple but viral game application called ‘Ice Truck Grabber Challenge’ on Facebook to engage with the audience.

1. Case Study: Engaging Mother Dairy Ice
Creams fans on Facebook
How AliveNow helped engage the Ice Cream loving
audience on the Mother Dairy Ice Creams Facebook page!

2. The Challenge
• Mother Dairy Ice Creams on Facebook (www.facebook.com/Mother
dairyicecream) is the official Facebook page with thousands of fans.
• Mother Dairy Ice Creams approached us to see what interesting,
creative and viral ideas we had. They wanted to try Facebook
platform to increase the fan base and engage the fans.
• The audience on the page were young and outgoing in nature. They
had passion for Ice Creams.
• We came up with a simple but a viral game application on Facebook
to engage with the audience on Mother Dairy Ice Creams and the
campaign was a huge success!
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3. Strategy and Approach
• Knowing that the audience on the Mother Dairy Ice Creams page were
very passionate about Ice Creams in general, we decided to come up
with an addictive game and gave away goodies to winners
• We came up with the ‘Ice Truck Grabber Challenge’ game
application.
• In this game application, a user has to catch as many Ice Creams as
possible in the Mother Dairy Ice Cream truck and score high to stay on
top of the leader board. Based on the top scores, fans were rewarded by
way of goodies from Mother Dairy Ice Creams.
• We used the Facebook application platform and the Facebook Ads
platform to reach the right audience and achieve the desired results.
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4. Ice Truck Grabber Challenge - Landing Page
Game - Landing
page
Once the user lands on
the page, they have to
‘LIKE’ the page to enter
the game to take part.
If a user doesn’t LIKE the
page, then the fan
cannot take part in the
contest.
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5. Ice Truck Grabber Challenge - Instructions
Rules
After ‘LIKING’ the
page, the
Instructions for the
game is shown.
Details on how to
play the game
was given in a
detailed and
graphical manner.
After reading ,
they have to click
on ‘PLAY’ to take
part in the contest.
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6. Ice Truck Grabber Challenge - Game Page 1
Play the
Game!
Clicking on the
‘Play’ will ask
the fan to
‘allow’ the app
on Facebook.
Next, the
permissions will
be taken where
the user’s e-mail
id will also be
captured.
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7. Ice Truck Grabber Challenge - Game Page 2
After clicking on the ‘Go to App’, the permission to post on the
user’s wall is taken and their email id also being captured!
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8. Ice Truck Grabber Challenge - Game Page 3
Play the
Game!
Clicking on the
‘Allow’ the page will
be directed to the
game interface
where the real fun
begins!
The more Ice
Creams they catch,
higher will be their
score!
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9. Ice Truck Grabber Challenge - Game Page 4
Features in the
Game
The Challenge of
playing this game is
that the frequency of
Ice Creams is high
and there were also
many bombs in the
middle.
Fans will have to play
without being hit by
the bomb! If they get
hit by one, a life is
lost. And they have 3
Additionally they can also catch a falling fruit to gain lives.
a lost life. A fan can play till he losses all the lives,
which increased the virality of the whole game.
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10. Ice Truck Grabber Challenge - Congratulations
Score Page
Once the game gets
over, the score will be
displayed along with a
congrats message.
If the user wishes to play
again, one can do so by
clicking on ‘Play Again’
button.
This page also had the
share element, which
enabled the fans to share
it with their friends!
The fans can see if they are on the leader board just by clicking on
the leader board button after submitting the score. In order to win
goodies, the scores should be submitted.
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11. Ice Truck Grabber Challenge - Submit Score
Submit Score
If a fan wishes to
submit the score,
he has to fill in
the details.
The contact form
had details like,
Name, Email Id,
Contact Number
and Address.
After entering
the respective
fields, one can
submit the score.
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12. Ice Truck Grabber Challenge - Landing Page
Leader Board
If a fan wishes to see
the leader board, just
clicking on the
button would show
the list of people with
high scores.
This feature made
many fans come
back to play the
game just to stay on
the top of the leader
board. Fans can play
any number of times
and submit scores.
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13. Promoting the Mother Dairy Page
Promoting
The Game on
the Page
The game was
also extensively
promoted on
the page and
the response
was
tremendous!
This post had 103
likes and 1 share!
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14. Promoting via Targeted Facebook Ads
• Besides engaging the existing audience of Mother Dairy Ice Creams, we
also wanted to reach a new audience via highly targeted Facebook ads.
• We used targeted facebook ads in a very well manner with many
targeting criteria to reach the right untapped audience.
• Targeting was done based on the following:
• First only in cities where Mother Dairy Ice Creams had its presence.
• Audiences which had keywords like - Food, Ice Cream, Fast Food, Sundaes,
Various Ice Cream flavors, Various sauces, etc.
• This way, we reached the right audience and got an optimal ROI on the ad
spends done.
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15. The Results - Ice Truck Grabber Challenge
• The Mother Dairy Ice Creams ‘Ice Truck Grabber’ game application was
live on the Facebook page and ran for a period of 2-3 months.
• During this period, the response was overwhelming, on all parameters, the
campaign was a success. Few important numbers are given below.
Parameter Time period Number
No. of New
3 weeks 12,000+ New Likes in 3 weeks.
LIKES
No. of entries
3 weeks Over 1,000 entries in all.
to the contest
9 winners got Mother Dairy Ice Creams
No. of winners 3 weeks
Goodies.
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16. Thank You!
For more details regarding the ‘Ice Truck
Grabber’ Campaign for Mother Dairy Ice
Creams, write to us at contact@alivenow.in
with your queries.
Visit us at www.alivenow.in to learn more.
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