Jollibee 39ers

1
Jollibee 39ers
2
Challenge

• The objective was to promote the Jollibee new
  variants and strengthen the target markets
  recall of the Jollibee 39ers.
• Jollibee wanted a more creative and exciting
  approach to create buzz among students and
  working people. They decided to trudge on a
  totally new pathAdverGaming through Digital
  Social Media.

3
Solution

• To create a simple yet addictive online flash
  game that was marketed through yet another famous
  social networking siteFacebook (FB). In line
  with clients working tagline, the Jollibee Sulit
  Sarap Challenge FB Application was born and
  became a smashing success.
•  
• The goal is to earn as many points in 60 seconds.
  The top scorers at the end of each week received
  Jollibee Gift Certificates worth P500.
•  
• The game can be played again and again, with a
  60-second limit, urging the users to play it as
  many times as they want to beat their previous
  scores or challenge their friends to beat theirs.
  
•  
• The online flash game can be added to the users
  Facebook Application page. A Tell Your Friends
  button located below the game frame helped in
  spreading the branded game through the Facebook
  platform.  

4
Solution
Game Mechanics
Objective of the game is to match the Jollibee
39ers variants and line up 3 same meals together
to get 39pts.
5
Solution
Game Mechanics
Highest scorer at the end of the week gets to win
P500 Jollibee GC
Players can play again and forward to friends in
Facebook thru the Tell Your Friends button below
the game frame
6
Solution
Social Ads running in Facbook for 1 month (Feb
26-Mar 26) encouraging FB users to play the game.
When ad is clicked, the user lands in the profile
page of the Sulit Sarap Challenge Game.
7
Solution

• Viral Marketing
• Facebook groups seeding
• Forums (Support seeding)
• Blog Commenting (Support seeding)

8
Solution
9
Result

• Total games played 129,788
• Total Unique Players 5,263
• Average of 25 game plays per user
• Most games played by a single user 5,554 games
• Most number of attempts in one day 588 games play

10
Result

• The game was a first for the whole Jollibee Foods
  Corporation, a first attempt that won the Social
  Networks category of the DigitalFilipino.com
  Social Networking Awards. It was recognized last
  April 24, 2009 at the 2nd Social Networking
  eBusiness Conference 2009.
•  
• The Jollibee Sulit Sarap Challenge FB Application
  was such a success that the Internal Marketing
  Council of the Jollibee Foods Corporation (JFC)
  requested a report on how it can be applied to
  their other brands.
• Not only was the JFC execs looking for the game
  but also the engage and loyal players are
  clamoring for its comeback (please see verbatims
  on the next slide)

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Result

• Verbatim statements from users
• "ayus! kaka-adik naman yung game D (this game
  is very addictive)
• nakakagutom namang laruin to (this game makes
  me hungry)
• I can't believe may mga nakaka- (people get)
  11,000 points in the Jollibee Sulit Sarap
  Challenge! I'm such a failure--my highest is only
  4,000 ( Nakaka-addict, wahaha D
• I just spent 30 minutes playing the Jollibee
  Sarap Sulit Challenge, haha! I was being
  competitive and wanted to beat the top scorers
  but no, di ko keri, haha!
• love the Jolibee game! Kakaadik (addicting!) I
  will get that P500 GC promise! Nakakagigil!
  (argg)
• im just wondering...how come the application
  doesnt work anymore? I am a biggest fan of
  JOLLIBEE... I liked to have these kind of game or
  challenge...even though there is no prize.. )