“Crazy Cup” of Mezzo di Pasta
- Brand
- Mezzo di Pasta
- Year
- 2011
- Objective
- Loyalty
- Industry
- Food & drink
- Mechanic
- Clicker
- Platform
- App
- Agency
- Data-Projekt
Objective
Mezzo di Pasta, France's leading pasta franchise, aimed to strengthen customer loyalty and boost in-store traffic for its family dining segment. The brand developed a gamification campaign to engage customers through an interactive experience that would drive both foot traffic and menu sales at franchise locations.
Solution
Data Projekt created 'Crazy Cup,' a serious game distributed on the brand's Facebook page that allowed players to accumulate points through gameplay. The game was integrated into the Mezzo Family brand page and showcased the franchise's product offerings and promotional menus. Players competed on a monthly leaderboard, with top scorers winning tangible rewards: complimentary family meals at franchise locations. The campaign leveraged social media distribution to reach and engage the target demographic.
Results
The campaign attracted approximately 30 players per week on Facebook. The associated Mezzo di Pasta mobile application portfolio received M-FWA Awards, specifically earning 'mobile of the day' recognition.
