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Duracell recharges successful mobile sticker strategy for the summer

Duracell?s Bunny, a symbol of endurance for the battery maker, will receive a workout this summer as part of a social media branded sticker campaign that comes on the heels of a similar successful outreach last year.

The Feeligo-supported campaign will leverage semantic technology in a new branded sticker campaign for Duracell, which follows a campaign over the Christmas-New Year?s holiday period that saw 20 million stickers displayed inside users? messages. The deft leveraging of stickers ? including of Duracell?s bunny mascot, which predates Energizer?s well-known bunny ? to target conversations points to the value of reaching out to online and mobile users through social, including comment forums and user forums, as a substantive mobile strategy.

?Our technology can suggest brand stickers based on what users type in their messages,? said Davide Bonapersona, chief technical officer for Feeligo, Paris. ?This creates value both for users who don?t need to spend 10 minutes looking for the right sticker and for Duracell, who can be pushed at the right moment in the right context.?

Duracell?s Christmas campaign had two main objectives: enter every Mom's online conversations in a non-intrusive way, and drive positive and targeted engagement with the brand.

Words and phrases
As in last year?s campaign, the summer edition will offer clients a plug-and-play solution for all messaging services, complete with generic and branded stickers, installed on client sites. 

Through semantic recommendation algorithms, direct matches between words and phrases in users? text conversations and stickers will be made, enabling users to quickly find the appropriate sticker for a user?s message.

Sticker campaign for Fox's Rio 2 film.

In last year?s campaign, the objective was to create stickers ? branded icons for messages ? which would be recommended to people on various messaging services and in comment sections of Web sites. 

If people were chatting around key words, such as ?endurance? or about their battery-powered mobile devices, the system would recommend the user employ Duracell branded stickers in text messages. 

As the program could recommend stickers based on certain comments or sentiments, the popularity of Duracell?s bunny character, which is better known in Europe, where Feeligo is based, than Missouri-based Energizer?s bunny, helped spread the stickers? use. 

For instance, a mother talking about buying toys or gifts would trigger recommendations of using battery-related stickers to accent the conversation.

Feeligo counts more than 500 million users across a wide range of social networks and messaging services. In a successful campaign for 20th Century Fox?s Rio 2 film, Feeligo helped generate 7.5 million stickers, with at least three of the branded character stickers viewed every second.

For its part, Duracell is slowly moving into mobile. Its more recent forays include a partnership two years ago with fashion label Michael Kors to create a powermat and PowerCase for iPhone users to charge remotely.

Although stickers often are thought of in the same category as emojis, there are differences. 

Emojis are a standardized set of Unicode characters that are recognized by most modern smartphones and computers to be usually rendered as images. Emojis may look different across devices, even though they represent the same emotions. 

And because they are standardized they cannot be customized: a limited set of emojis are available. Only the standards body can add new ones.

Stickers, by contrast, are not standardized: any messaging application can have its own set. Stickers are usually larger and more detailed than emojis, and represent various characters, so different audiences will identify with different stickers.

A sticker also represents an emotion and a situation, handling a more complex message than an emoji.

Victoria?s Secret is a brand that has integrated stickers into campaigns. The lingerie maker used interactive mobile chat to allow users of its Pink Nation application to socialize with others and a messaging feature to provide exclusive access to the brand?s annual Fashion Show.

Personal device
The campaign leveraged Frankly?s messaging app that taps into interactivity, part of a larger update to the Pink Nation app that also included exclusive holiday offers as well as more badges, filters and stickers. 

Leveraging durable bunny in holiday season campaign.

Messaging and social entertainment app Line also has featured cartoon characters and stickers that can be used to personalize messages and photos.

?Mobile is one of the most personal devices that people use today,? Mr. Bonapersona said. ?Therefore, when you want to enter inside your audience?s daily conversations, mobile is key.?

Final Take
Michael Barris is staff reporter on Mobile Marketer, New York