Maggi 2 Minute Noodles - A presentation to Maggi - 30 June 2010
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Maggi 2 Minute Noodles A presentation to Maggi - 30 June 2010
Target Market Who Buys 2 Minute Noodles? Our target spans both a youth demographic with an age range from 14 to 29 and a ‘Social Gaming Mum’ demographic comprising of females with an age range of 30 to 55. They are busy and time poor, either studying, working or managing their household. They have active online social lives and are extensive users of Facebook with strong friend communities.
Insight Maggi 2 Minute Noodles only take two minutes to prepare which, in this time poor world, is a delicious advantage over other snacks.
Idea 2 Minutes to Kill We offer a great way to fill those two minutes, including an arcade where you must complete as many games, such as dunking a packet of noodles into boiling water before your 2 minutes is up. There’s a monthly prize as an incentive to the highest scorer. We also seed the games online as part of a low cost digital seeding strategy.
Execution Microsite - 2 Minutes to Kill Games Arcade Each game involves dunking a packet of noodles into boiling water. • The website has a 2 Minute timer which starts to count down as soon as you hit play • The more games you win over a two minute period, the more points you get • You can share the results of your game online with friends via Facebook and challenge them to bear your score.
The Games
Noodle Duel Dunk The Noodle
You and another packet of noodles must fight with forks. The loser will fall A packet of noodles sits enticingly over a steaming bowl of water. Throw a
into a sumptuously flavoured bowl of boiling water. sauce sachet at the target to dunk them.
Noodloids Chopstick Commander The Great Wall of Noodles
This game is similar to the arcade game Asteroids. You need to break up Like Missile Commander only you must control the trajectory of chopsticks Conquer the great wall of noodles by hitting a pea into them. Like the
noodle cakes threatening to smash your ship. so they topple a packet of noodles into the boiling water below. classic arcade game ‘Break Out’, but with noodles.
Smash The Noodle Catch The Noodles Join the Tubes
Those cheeky packets of Noodles keep appearing out of their pots of Simply catch the noodle cakes with your boiling pot of water and satisfy Join up the tubes so boiling water is delivered into the pot where
boiling water. Hit them back in! your hunger! your noodles await.
Play to WIN
To incentivise our players we will offer two levels of prizes:-
Small Regular Prize Arcade Game (Grand Prize)
Weekly top scorers will be awarded small prizes We could even produce a large arcade style
of ‘Champion Noodler’ Mugs and runners up will stand up version of our 2 Minutes to Kill
receive discounts on in store products. The Mugs game arcade. This would be the ultimate
will also spread the game through word of mouth prize awarded to the highest score after a
with friends. period of 6 months.
Sharing
Challenge a friend Share on faebook
When someone has completed two minutes of game play This will post the users score to
they are prompted to challenge friends to beat their score. their Facebook newsfeed and
They simply have to enter the email address of friends and hit prompt their friends to play.
submit and an email will be generated and sent to their friend
inviting them to ‘Kill 2 Minutes’ and beat {name}s score.
Seeding the Game Arcade-style games are popular online with the youth, and present us with a powerful way of sharing our advertising campaign. We seed our game to online flash gaming sites (eg. NewGrounds) which broadens the exposure to our target market. The game is effectively a cut down version of our arcade with a strong call to action at the end. eg. Two Minutes to Kill? Visit 2mins2kill.com to play more games!
Seeding strategy
Our Seeding Strategy
We apply a dual strategy that targets the Youth Gaming Enthusiast and the Social Gaming ‘Mum’.
Youth Gaming Enthusiast : 14-29 years of age Social Gaming ‘Mum’ TOP 5 GAMING SEEDING SITES
• Prolific online gamers. 69% play games online and • Older with the average age of a social gamer at 38, 1. Newgrounds.com
are three times as likely to play than the average likely to be female 2. Kongregate.com
Australian • High play frequency with 67% of Social gamers 3. Miniclip.com
playing more then once per day 4. Jayisgames.com
• Seek out all games online including social games,
• Women are social gamers with 42% of females 5. Java-gaming.com
casual games and hardcore
playing online (age range 30-55)
• Active on Facebook with 5.2 million registered
• Active on Facebook with 1.7million 35-49 year old
females registered, with an average of 8.4hours spent
on Facebook per month.Banners We place the 2 minute games in banners so users can play while browsing their favourite sites.
Facebook page
• Facebook tab for the game added to Maggi 2 Minute
Noodles profile.
• Share on Facebook functionality included with our games
arcade – this will update the player’s Facebook profile with
the message:
2mins2kill.com
Two Minutes to Kill? See how many of these crazy
games you can win in 2 minutes and try to beat my
score of 165!
We add a Facebook ‘Like’ button
to our site in addition to the
functionality to post your score to
your Facebook profile.Outdoor
& Press
Maze puzzle to offer commuters something
to do for two minutes!
Two minute noodles.
2mins2kill.comCampaign roadmap
Earned media Paid Media
Gaming Sites Banners
A cut-down of our 2 minute 2 Minutes to Kill mini games
games arcade is seeded with strong call to action to
onto games sites. visit site.
YouTube
Microsite Outdoor Advertising
Arcade of games that fill your 2
minutes. Also 2 Minute News, Small 2 minute games or 2
2 Minutes to Thrill - people can
2 Minute to Competitions and 2 minute stories for commuters.
upload their two minutes of
comedy or crazy talent. Minutes to Thrill talent spots
Facebook Newsfeed Press Ads
Players of our arcade are invited Various 2 minute puzzles and
to share their scores and invite small games for commuters.
friends with a simple Facebook URL call to action.
status update.
Owned Nestle Point of
Media On Pack Database SaleHow it could evolve
2 Minutes to Know 2 Minutes to Grill 2 Minutes to Thrill
We create a simple RSS Feed • Weekly video casts where a This is a talent competition. You
which distills all the news into a young presenter grills celebrities could tell jokes for two minutes, or
simple two minute newscast. in fun 2 minute interviews even juggle. Whatever it is, if you
are voted up the noodle ladder by
Know what’s happening before • General public submit questions others on the site you could win a
your noodles are ready. each week through our site prize - getting your 2 minutes of
or Maggi 2 Minute Noodle Fame on TV (we could run short
Facebook profile. segments as ads).
2 Minutes to Chill 2 Minutes to Fill
SCREENSAVER & Living on a budget? Many are
FULL SCREEN FLASH these days. We suggest ways for
Relax to beautiful flute music people to save money with recipe
and a calming backdrop of bowls suggestions using 2 Minute
of noodles sailing around a Noodles as part of a nutritionally-
steaming lake. balanced low-cost meal.This is a powerful idea because: • It creates an opportunity for immersive online brand engagement • Ability to capture data for ongoing one to one relationship • It’s fun, entertaining and it has the potential to go viral • It’s a great opportunity to engage an untapped audience
Thank you. We realise this is a pro-active idea and we really appreciate you giving us the opportunity to share it with you.
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