Results and Effectiveness

• iCone.cn has generated over 1 billion impressions, with a registration database of over 2 million people – making it the No. 1 FMCG microsite in China. • Each day more than 25,000 Conetto cone lids are used to redeem points: totalling over 8,000 virtual gifts spread to multiple media platforms. • Average time spent on website: 7 minutes - THREE times longer than before campaign launch. • Song uploads to Cornetto “Mic Hero” 2009: FIVE times higher than last year, reaching 70,000. The direct correlation of iCone.cn to product sales attributes it to exceeding sales targets in 2009.

Creative Execution

Users simply collected Cornetto cone lids and exchanged the lids codes for point-currency on iCone.cn where they can “buy” different Cornetto-branded digital benefits - related to their top online activities: widely sought-after QQ Diamonds, exclusive avatar designs for QQshow, celebrity gift items, and online gaming benefits to be used on AU – the most popular online gaming platform in China. In other words: users bought Cornetto in order to unlock richer online experiences. Logged-in users could also feed pets, make friends and participate in other online activities. We extended the success of Mic Hero 2008 by matching new singing couples and to be judged by online community elected judges and professional musicians: a panel that provoked heated discussion both online and offline.

Insights, Strategy and the Idea

We created a CRM platform that leveraged our existing fanbase on QQ.com: China’s biggest web portal and its loyal audience of students and university graduates. We wanted to increase the frequency of their interactions with the brand - and their purchasing frequency at retail level. The idea was to enable our target audience to spread valuable branded content to their favourite digital platforms.