DON Smallgoods: Facebook Strategy, Launch and Management

isdonisgoodimageIssue:

DON is the official hot dog of Australian Rules Football.

In recent years, this iconic product has been challenged by a number of new entrants in the market, impacting on it’s iconic status.

DON wanted to remind Australians that it’s footy frank range is the nation’s favourite.

Idea:

Mango developed and produced an interactive Facebook app which allowed fans to create their ultimate hot dog for a chance to win prizes.

The campaign ran for four weeks and fans could design their hot dog based on pre-defined themes such as Aussie Faves, The Classics, Hot & Spicy and Freestyle.

Impact:

  • Overall campaign reach of 747,495
  • 647 competition entries
  • 1,289 new page likes