| Title | MTV MATCH MACHINE |
| Brand | MTV |
| Product/Service | MTV |
| Category |
F05. APPLICATIONS / TOOLS |
|
PR Agency
|
WENDERFALCK Stockholm, SWEDEN
|
|
Entrant Company
|
WENDERFALCK Stockholm, SWEDEN
|
Credits
| Peter Simonsson |
Wenderfalck |
Developer |
| Jens Johnsson |
Wenderfalck |
Designer |
Creative Execution
MTV first launched the Match Machine on nine markets, so they could monitor and tweak the execution in real time, before launching world wide. Through monitoring, we instantly knew when the app reached a critical mass of people, meaning that the numbers of shares increased incrementally. The massive interest for Match Machine forced us to scale up the numbers of servers drastically, to avoid the app from crashing due to server overload. After weeks of tweaking, the app peaked and spread to the rest of the world, which really highlights the power of truly viral content.
The campaign is ongoing, and has not yet been fully evaluated. However, just a few weeks in we had registered over 100.000 unique users (Norway has a population of 5 million). Total bed- and bathroom sales had increased by 12%. That is a quite remarkable figure for the following reason: IKEA is the outstanding market leader in furniture retail in Norway, with a share of 46%, and a 30% lead on the first runner up competitor. Pushing them another 12% means that this campaign has already achieved its goal of bringing bed- and bathroom more top of both mind and wallet in Norway. Store visits had increased by a record breaking 7%. Visits to Ikea’s homepage increased by 36% and visits to the bed- and bathroom department page increased by 54%.
The challenge: To create awareness for the new TV show “Are you the one?” among teenagers.
The strategy: To play on teenagers’ curiosity and to challenge them to find out which of their friends they are most likely to be a perfect match with.
The execution: To create a unique Facebook application – an experience where people are paired with the one friend they fit together the best. The result – the Facebook app “Match Machine” was tailored so that the incitement for sharing is as high as possible, facilitating a viral effect.
The outcome: Massive. The app went viral and instantly. As for today, Match Machine has created over 830 million impression on Facebook. Almost 84 million people have found out who their perfect match is, this leading to over 7 million shares. The tv-show ratings exceeded all expectations, which resulted in a second season for the show.