Melon Corporate Blog
Case Study: Gloria Jean’s Facebook Application
Client:
Gloria Jean’s Coffee International
Aim:
To promote Gloria Jean’s Coffee, drive traffic and fans to the Gloria Jean’s Facebook page and promote engagement by getting people to create a virtual Christmas card, integrated with Facebook, offer the user a free “buy one get one free” drink voucher for a Gloria Jean’s coffee.
Timeframe:
6 weeks
Software used:
FBML, Flash, Javascript, PHP
Challenges:
• Lack of documentation on Facebook Markup Language (FBML)
• Developing on Facebook platform
• Profile authorization/authentication
• Unique coupon generation, different coupons based on geological location
• Optimising graphics while keeping file size down
—-
Gloria Jean’s Coffee approached Melon Media to help with their 2010 Christmas Card campaign. The aim was to create an interactive Christmas card builder which also integrated with Facebook, giving the ability to send cards to your Facebook friends. This online promotion ran in tandem with in-store and product branding.
The optimal outcome was to raise awareness of and increase visitors to the Gloria Jean’s Coffee Facebook page Whilst the card builder itself was seen as a fun-to-use application, there was also the added incentive for the user to receive a Buy One Get One Free coffee voucher for each card created and sent as well.
The initial brief was very light, outlining only a general preferred outcome, and Melon was free to interpret and advise on technologies required, user interface, user experience and additional features.
Beginning with a rough artwork, Melon began researching the Facebook Markup Language (FBML) and application rules and guidelines, while concurrently building the framework for the application.
Once Melon received the final artwork we had our Flash developer build the card-creation aspect. We went through several iterations – polishing and optimising until we were happy with the final result. Users could choose from a range of graphical elements and add them to the canvas, move, rotate and scale these elements, add text and even select Facebook profile pictures to completely customise their card.
During this process our internal developers created the application page within Facebook and had successfully tested the friend selector, image selector and PDF download aspect. There were two versions of the PDF coupon – one for Australasia and one for the rest of the world. By using the Facebook API to get users locations and doing an additional call to their IP address we could present the correct voucher at the end of the experience.
The final product (available here: http://www.facebook.com/gloriajeanscoffees?v=app_164375793589198) was seamless and fun to use. Users were prompted to send the card to a friend on Facebook by selecting them from a list, which would then post the card on the friend’s wall. The sender was then given a PDF voucher that they could print or show on their smart phone at any Gloria Jean’s Coffee shop to receive a free coffee with any coffee purchase.
Outcome:
Feedback has been extremely positive. The card went live on Thursday the 9th of December and to date there have been 5,144 cards sent. The majority of users are females in the 18-24 age bracket (37%) followed by females in the 25-34 age bracket (30%). The application itself has been shared 922 times.
The card will continue to run until the 26th December, or until 10,000 vouchers have been generated.
If you would like to see what Melon Media can do for your business using Facebook integration please call us on +61 2 9232 3722 or email us at .(JavaScript must be enabled to view this email address). Or you can Like us on Facebook here:
Outcome Update.
As of the 26th December we registered 6,395 cards sent, most spiking between Tuesday the 14th of December and Tuesday the 21st December.
The app was shared 962 times, mostly by females in the 18-24 age bracket.
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