Case Study: Nabisco achieves 30% engagement and 300% increase in daily app usage with Carnival.io

Nabisco Sparked Fan Fever with the Press of a Button

Nabisco sponsored One Direction’s 2013 US tour and official mobile app to capitalize on the band’s fanbase, but faced the challenge of engaging a highly mobile, “hard to impress” audience at precisely the right moment as the tour moved city to city.

Carnival used advanced geotargeting and creative messaging to send location-specific push notifications that triggered personalized FaceTime-style audio “calls” from Harry Styles, driving fans to a sweepstakes for VIP tickets. The campaign combined FaceTime calls, geo-targeting, and automated messaging, delivering a 30% average engagement rate and a 300% increase in daily app usage.

Nabisco