When an app is blessed with inherent virality, it’s easy for the developer to think they have it made. But how do you continue to attract new users when the ad experience has to capture that virality in 30 seconds or less? The solution lies in using a video ad in combination with an interactive end card to spread the addiction.
Argentinian game company Etermax, the makers of Trivia Crack, were enjoying the game’s position as the top downloaded app in the world. To keep that spot, they leveraged the expertise of Vungle Creative Labs to create an ad experience that doubled their conversion rate.
Trivia Crack designers knew they had a hit game on their hands when the Washington Post proclaimed it “the most viral game, played by 100 million users.” But to convey the personality of the game and drive new users, they’d need an ad format that created an interactive, engaging experience.
“Our game is all about good quality questions and answers, people challenging their friends and families and sharing, learning and having fun,” said Paul Del Pin, Marketing & Sales Director with Etermax. “For us it is extremely important that our potential users understand all the features and possibilities they’ll have while playing, that’s why we put a lot of energy in creating smart and fun content for our video ads.”
Vungle Creative Labs, comprised of artists, filmmakers, designers, and interactive specialists, worked with Trivia Crack to produce multiple versions of high-impact video ad experiences and end cards.
They created 15- and 30-second versions of videos that revealed the compelling nature of the Trivia Crack game, demonstrating its most salient features. In the interactive end cards, users were asked to spin a topic wheel and answer the ensuing trivia question, just as they would in the game itself. Answering the question enabled users to download the app.
The question on the interactive end card provided the user an opportunity to experience the core mechanic of the game. Instead of the extra clicks having a negative effect on conversion rates, it gave users a taste of the game experience and a sense of value: in having a chance to play, they were getting more than just an end card.
Vungle and Trivia Crack ran the campaign for two weeks in the U.S. Using Vungle’s optimization suite to combine data science with creative iteration, Creative Labs researched and tested the results of each length and end card combination. They found that the best performing combination was a 30-second ad paired with an interactive end card. This combination doubled Trivia Crack’s conversion rate and drove an influx of new, high-quality users to the app.
“The overall experience of working with Vungle Creative Lab was outstanding. Vungle is always at the top, innovating and always trying to achieve the best results,” said Del Pin. “We are very satisfied with the results of the first US campaign. Retention was in most cases higher than retention of organic new users.”