Love Gun
- Brand
- DubbelFrisss
- Year
- 2013
- Objective
- Engagement
- Industry
- Food & Drink
- Mechanic
- Arcade & Action
- Platform
- App
- Agency
- Big Orange
- With
- Monterosa
Objective
DubbelFrisss had gone a year without a media presence and was losing its grip on its core audience — 12- to 16-year-olds, plus their mothers as the ones buying the drink. With the category shrinking and the brand about to raise its price, the goal was to rebuild visibility and reassert DubbelFrisss's position as the drink that keeps its cool under pressure. The chosen route was flirting itself — the one place where staying cool matters most to teenagers — backed by tools they could actually use on their phones and in their social feeds, not just watch in an ad.
Solution
Open the app and it uses your phone's location to surface potential matches nearby. Pick one, aim, and fire a Cupid's arrow at them from your screen. Land a hit and the app unlocks another detail about that person — just enough to make you want to fire again to learn more. You keep going arrow by arrow, building up a picture of someone you might actually approach, with the app pitching itself as the ultimate icebreaker for a real heart-hunter.
Results
DubbelFrisss's market share grew 1.5 percentage points (MAT 32, 2013 vs. 2012) even as the brand raised its price in a shrinking category.
- 1
The player downloads the free Love Gun app from the App Store or Google Play, driven there by the campaign's TV spot, out-of-home boards, and banner ads.
- 2
On opening the app, the player sees a set of potential "targets" — real people nearby, matched by the game as possible romantic pairings based on the player's physical location.
- 3
The core action is aiming and firing a Cupid's arrow at a chosen target.
- 4
Landing a hit unlocks another piece of information about that person; repeated successful shots reveal progressively more, giving the player a reason to keep firing at the same target.
- 5
Alongside the shooting, the game surfaces conversation-starter tips for approaching the person the player has targeted.
