Mondelēz’s tasty AR provocation on Flipkart

Mondelēz sought to enhance awareness and engagement for its newly launched Cadbury’s Choco Chip Cookie with the help of Wavemaker India, aligning with the tagline ‘Chote chote Cadbury Now in a Cookie’ in an ambitious way. Enter Flipkart: one of India’s largest and most popular ecommerce marketplaces, catering for both buyers and sellers alike.

Leveraging Flipkart’s AR filter and gamification features, Mondelēz aimed to generate a ‘buzz’ around their new product. Offering a unique opportunity to captivate audiences by integrating AR filters with the Flipkart app, Mondelēz tapped into a vast user base and enhanced visibility through Homepage banners. This strategic move allowed for an engaging user journey, connecting gameplay with product purchases seamlessly.

Here’s a close-up of the user journey:

1. Organic and targeted users engaged via push notifications
2. Users navigated to the ‘Grocery’ section on the Flipkart app
3. A strategically placed ‘choco chip’ banner enticed users to ‘Play Now’
4. Users were directed to the AR filter camera lens, initiating the game
5. The interactive game involved catching falling dairy milk cubes into the cookie
6. The game ended after three misses, with options to ‘Play Again’ or ‘Buy Now’
7. Clicking ‘Buy Now’ seamlessly directed users to the product listing page, concluding the journey

The targeted approach, which included push notifications to a specific cohort, enhanced the campaign’s effectiveness. The campaign showcased significant success, with conversions and ROI experiencing a notable 2X+ improvement. By integrating an interactive game and combining entertainment with the brand message, Mondelēz saw 52k user interactions lasting 36 seconds, contributing to an impressive 72% conversion rate.

The success of Mondelēz’s campaign underscores the potential impact of gamification on Black Friday advertising. Brands can ‘cut through the clutter’ by providing media executions that are meaningful to the consumer, rather than providing an interruption as they try to go about their business (in this case that was browsing or product discovery on the Flipkart App, but interruption takes place through multiple avenues including OOH or social media scrolling etc.). Incorporating interactive elements into campaigns can heighten engagement, increasing the likelihood of conversions during high-traffic shopping periods.

In conclusion, Mondelēz’s collaboration with Flipkart’s gamification features not only met its primary objective of building awareness, but also demonstrated the significant impact of incorporating interactive elements in ecommerce campaigns.