State pluk from second screen

Posted by Jonathan on May 16, 2012 in Articles, Social Media

K Road digital agency Tango added an audio recognition string to its second-screen bow recently with its very successful TV-to-mobile campaign for State Insurance.

The campaign aired as part of the Colenso-created “Ain’t nothing gonna break my stride,” epic TV campaign, which sharp-eyed viewers will have noticed carried a pluk™ logo, cueing the 50,000 kiwis with the app installed to pluk the ad’s digital content.

The content in this case included a form, delivered straight to the viewer’s smartphone or tablet, offering a $50 iTunes card with any new insurance policy.

According to Tango lead cheese Joel Frost, the campaign was the most successful Pluk campaign to date, with casino pokies online around 7000 viewers downloading the offer and a good number going on to buy policies and claim their iTunes cards.

“For us this is a great example of how a second-screen approach can work for a client,” crowed Frost. “Digital versus broadcast is too often seen as an either-or. With technologies like pluk™, marketers can fit with how people actually consume their media, and turn that into great results.”