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Škoda

Skoda Hockey Edition car raffle
Agency:
MediaCom
Mechanics:
Prize overview on the micro-website, text message with a registration link
Platform:
IVI.RU on SmartTV
Goal:
Škoda
Škoda
Škoda
Škoda
3,3%
CTR, transitions to interaction out of all showings
29seconds
Average time spent on the micro-website
27,8%
Eng. Rate, involvement in the interaction
The results
  1. The project's CTR index has reached 3.3%. The main advantage of the mechanics is the minimal amount of TV remote button clicking to get additional information (only arrows or the OK button are used).

  2. The average time the viewers had spent interacting with the brand within the interactive video was 89 seconds. In comparison with the standard 30-second video viewing, the contact time with the brand is 2.9 times longer.

  3. The engagement rate was 28.1% (it is calculated as the sum of all interactions divided by the number of promotional video showings). Such high engagement rate leads to the development of such brand metrics as promotion and brand recall, understanding the promotional message, and intention to take part in the event.

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