Trony has asked IAKI to design a viral marketing strategy through a competition with a strong appealing on our website. IAKI devised the game, developed creative graphics and copy, implemented the technical platform for the promotion management and dealt with all legal and tax aspects.

Sandro Marchetti, CEO of IAKI, tells us about this.

Why did Trony choose you?

The collaboration with Trony, part of the Gre Spa group, started about a year ago, when the agency was given a contract to manage the entire online communication of the brand. The basis of the relationship is not only the design and production of communication materials and web design (banners on the corporate site, online advertising campaigns, newsletters), but also an advisory role in terms of strategy.

How did the idea of viral marketing through an online game come up?

The client had the need to create an occasion of great interest to their site. Unlike the other competitors, by choice, Trony.it doesn’t have an e-commerce section and it bases its power of attraction on a variety of tools, such as the search for points of sale, leaflets and online special sections in ancillary services. To attract attention and traffic therefore we needed a special operation, which in our opinion should not, however, be reduced to a tactical one. Hence the idea of viral marketing and of a question related to a competition that would allow at the same time to know the world Trony, immediately grasp its positioning, product offerings and widespread distribution in Italy. As well as to feed, through participation after registration, a profiled DB for future use.

How did you design the game, to get to such objectives?

We tried to create a true digital experience for the consumer, a quiz in 3 steps that – with an ironic language familiar to the brand – would reach the above objectives. The user selects first the region with which he wants to play, this time to browse the list of pdv. Then answers two questions of regional curiosity. Finally, he/she goes to the two questions on technology, the correct answer is an opportunity to present the prizes offered by the technological partner of the competition. This all to display in the end his/her “Trony Quotient”, the index of “techno-Italianness” user (profile also printable in the form of a degree) and participate to the instant win contest.