XYIENCE, maker of Xenergy® the official energy drink of the UFC®, is the first energy drink brand to launch an interactive advertising campaign using pioneering technology from blurbIQ. The campaign that began in June and will run through October via LiveRail is designed to reach active, fitness-minded adults with messages about its sugar-free, zero-calorie energy drink. The ads use preroll video assets, survey and gamification strategies to engage viewers and gather analytics about what customers want from the XYIENCE brand.
With over 2.6 million impressions served, XYIENCE’s ad unit has achieved a staggering 71 percent engagement rate compared to the industry standard average of 2 percent. This includes hover overs and interactions with any touch point. With the latest campaign optimizations in August, XYIENCE’s interactive video preroll checks in with a completion rate of over 80 percent that is above the 67 percent industry. The unit’s click-through rate of 3.5 percent is more than four times higher than the industry average of 0.85 percent. Users are spending an average of 48 seconds in the 30-second interactive video spot.
Multiple published studies show interactive video delivers greater brand metrics. Many companies have utilized the patent-pending technology platform developed by the Las Vegas based interactive agency including Macy’s, AT&T and Universal Pictures. XYIENCE is the first energy drink company to utilize the product builder/recommendation interactive video pre-roll unit, the latest blurbIQ innovation.
“The XYIENCE Xenergy drink product builder/recommendation unit encourages consumers to truly experience the brand as a part of its content messaging," says Scott Reese, CEO and co-founder of blurbIQ, which is best known for interactive cross platform video and display creative units that drives viewers to engage in digital advertising. “ By allowing choice to interact in the unique brand experience, we are walking consumers through the purchase funnel that includes awareness, consideration, purchase and advocacy.”
The interactive video asks a question with three possible responses overlaid on the video under the headline: "What do you need to succeed?" Based on the answer selected, the relevant XYIENCE Xenergy beverage is displayed/recommended to the viewer at the end of the video. The viewer can then share the unit from the preroll to Facebook. The campaign renders appropriately regardless if it is shared to a mobile device, tablet, or online.
“We know today’s active adults lead busy lives, so it’s exciting to be able to use this innovative technology to catch their interest in our product offering and gauge their feedback simultaneously,” says Aimee Wenske, XYIENCE’s brand and social media manager. “Clearly we have succeeded in engaging our customers as they average 48 seconds with the unit that only runs 30 seconds of video."
Also part of the campaign is a cross-platform memory game, reminiscent of the Concentration game show, where you can tap or click on image tiles to match the XYIENCE products and UFC athletes like Dan Hardy, Mark Muñoz and Ronda Rousey as fast as possible for the highest score, and the opportunity to beat your score to reveal the ad more quickly. The memory game renders across devices, embeds in Facebook within the newsfeed, and is being posted as interactive content on the XYIENCE Facebook page. Viewers have spent an average of 140 seconds on average in the unit, with 3,416 percent interaction rate.