Monday, July 11, 2011, 3:50 PM ET|Posted by Will RichmondClaussen Pickles, which is part of the Kraft Foods family, is the latest brand to successfully use incentivized video views in social games. For those not familiar with the concept (which I wrote about last April), those playing social games on sites like Facebook and others are offered the opportunity to earn virtual currency in exchange for watching a brand's video and/or engaging with it in a particular way (e.g. sharing, liking, etc.). The brand gets an uncluttered experience delivered to a highly-targeted audience.
Mitchell Reichgut, CEO of Jun Group, whose firm partnered with ad agency The Escape Pod, to execute the Claussen campaign, shared the 1-minute video that was created, called "Journey to the Claussen Pickles" (see video below). The offbeat video highlights the idea that Claussen pickles are found in the refrigerated section of the grocery store, and though they require extra effort to find, are worth it.
Mitchell said that video is targeted to moms playing social games on sites like Facebook. The completion rate is 75-80%, driven be the need to finish viewing in order to earn the reward. Of those that complete viewing, approximately 10% "Like" Claussen on Facebook, which means the brand now has a direct communications channel to send future offers and news.
As I explained in April, the intersection of super-popular casual games in social media and brands' desire to go beyond the 30-second pre-roll gives incentivized video views a lot of appeal. Brands also have the flexibility to customize the engagement request, so they can achieve very specific objectives. And because these campaigns are mainly performance based, brands only pay for what was viewed.