With the notorious spring break in full force in America, condom manufacturers Trojan have devised an ingenious new way to get the word out about their products and keep safe sex on the minds of nation's horny young college students. With the help of Meredith Xcelerated Marketing (MXM), they have developed a new app that aims to turn awkward sex talks into a fun and amusing game. The concept of the app is based on the popular (and decidedly risqué) adult cards game; Cards Against Humanity, and let's players fill in blank questions from a roll call of potential answers. The concept behind CAH was purely to provoke the most obscene answers imaginable, but with the Show Me Yours app, the idea is far more educational.
With the help of Meredith Xcelerated Marketing (MXM), Trojan have developed a new app that aims to turn awkward sex talks into a fun and amusing game
Players are asked to fill in blank statements such as “The parrot in the gynaecologist's office keeps squawking BLANK" and, “If the doctor was reading the X-ray correctly, the patient had swallowed BLANK.” Answers are then selected from a set of responses, and players can compete against their friends to earn rewards and points. As people play more, they unlock new questions and games. So far, so familiar. But where the educational component comes in is via the Trojan library which ties into the app. The library is an extensive source of sexual education resources that includes statistics, advice and tips on how to use the company's products safely and effectively. Winners of the game also stand a chance of receiving three, six, or 12 month supplies of the brand’s condoms.
The concept of the app is based on the popular (and decidedly risqué) adult cards game; Cards Against Humanity
People can also use the app shop and find coupons, which is meant to help those who may be a bit shy about buying Trojan products in stores. Howard Hunt, executive director of client services at MXM, said the e-commerce is “A relatively new space for them to start experimenting, and that “The nice thing about adding it to mobile is it allows people to shop in-store,” because “The seconds spent staring at the product wall are the most important seconds in terms of driving sales." Trojan also plans to crank out animated social content that will be posted on Tumblr, Twitter and Facebook to launch the free app for iOS or Android.
People can also use the app shop and find coupons, which is meant to help those who may be a bit shy about buying Trojan products in stores
Branded apps are well-known for losing steam quickly after someone plays with them a few times. But Trojan and MXM appear to have put a lot of effort into this one, and intend to update it with more questions and answers as it grows in popularity. Also, it's a little bit dirty, which people love. Calum Handley, executive creative director at MXM, said that they wanted to pivot their strategy for this campaign, and felt that “The key to that was, rather than create a direct dialogue, to connect people with each other using the power of humour and mobile.” He reasoned; “What better way to do that than creating a native advertising vehicle in and of itself in a branded game?”
