How can we improve brand awareness of MAD party games?
Improving the brand awareness of MAD party games by developing brand strategy recommendations and re-designing the party games app
Master's Group Project
Course
Brand Management
10 weeks
Summary
This course project was completed in collaboration with MAD party games which asked for recommendation to increase the brand and product awareness of their physical party games through their promotional truth or dare game app.
Main methods: brand and market analysis, consumer analysis
Individual Contribution
My key contributions included the market trend and consumer analysis including personas and the UI design of an improved app version. The consumer survey and final strategy were developed collectively.
Through the market analysis we could see that the (digital) party games market is highly competitive with few very dominant companies.
MAD party games states itself to have a low brand loyalty and awareness. In our brand analysis we could see inconsistencies in the use of their branding elements (logo, avatars etc).
Go to original website ->
Students are the main target group due to having the highest partying frequency. We conducted a survey with
We identified that students prefer physical over digital party games and most students have no preference for one app - explaining low brand loyalty.
Based on our results we identified that increasing brand awareness is the key in the market where loyalty is relatively low. For that we derived three main strategies:
Cohesive Branding on all platforms
Use the app as a tool to promote the more popular physical games
Focus on in-person engaging promotions at large events
We developed an exemplary promotional stand design for a festival or university orientation week event.
Anyone who downloads the MADwish App can spin the wheel and win goodies and discounts on the physical products. Through that the target group personally engages with the brand, app and products.
We redesigned the MADwish app to use consistent design elements and promote the physical products and offering personal shop discounts.
We removed in-app purchases to avoid user disengagement and add a user account to save discounts, connect with friends and play together.
We presented the developed branding strategy recommendations in front of the company CEO and marketing employees.
The recommendations were received well and were seen as realistic steps towards a better brand and product awareness.
Reflection and Learnings
It was very informative to experience how branding and promotion are done in a small company like this one. The thorough analysis of the brand, market and consumer really let me understand the problem and find solutions that consider the identified constraints. With few employees and limited budget we decided to go for a reasonable strategy adjustment instead of a redesign that would require more budget and effort.
