John West value share up YOY
John West needed to tell the story of the positive health benefits of Omega3 and amplify their “Be Your Best” active health positioning.
SWM developed a ground-breaking digital innovation in Season 3 of The Amazing Race for John West. A custom-built mobile app - cross-promoted in Men’s and Women’s Health - allowed viewers to simultaneously play contestant challenges from home. In-program, a digital step counter was worn by the contestants throughout the “Be Your Best” challenge.
With 13,000 downloads, the app exceeded clients expectations with over 600,000 minutes of brand engagement recorded. For the campaign period, John West had a higher value share than year average.
The working partnership with Simplot, Huckleberry and Disney was critical to integrating the brands story with our premium content.
For further information contact: HelloRed@seven.com.au