Leffe
Moblin developed an innovative, location based iPhone application, for the Israeli market, which is first of its kind for the Belgian brewer “Leffe”.
The application connects to the brand strategy, and provides a unique way for matchmaking couples.
The application was launched in February 13th 2011, in order to let people to meet, enjoy and drink responsibly during the Valentine’s Day.
Overview: “Leffe MatchMaker” is a dating application based on location base capabilities.
The application allows locating places such as: restaurants, pubs and cafes, meeting new people and enjoying mobile coupons for “Leffe”.
The venue database is automatically drawn from “foursquare” based on the FS API, which is both up to date and comprehensive, but does not require the user to be registered for “foursquare”.
In the application you can search for a specific place or alternatively use the advanced location based capabilities to locate the nearest restaurants, pubs or cafes. While specifying: location, type and available coupons.
The application is based on the FS and FB API for giving the users the ability to use their existing accounts of these popular social networks.
Users “check in” with both foursquare and facebook, to see who’s around them and start chatting within the app.
Additional Features:
- Games: “Ice breaking”. 3 games to play with a person you just met and engage into a conversation, “spin the bottle”, “task wheel”, 10 multiple questions for help you know the other side better.
- Coupons: people that check in can get a 50% discount to buy “Leffe” beer.
- Badges: The “check in” allow users to collect badges, such as – diva, cupid etc.
Marketing:
The project included cooperation with over 100 bars and restaurants for giving the users special benefits
Each bar/restaurant had a special “Leffe MatchMaker” sticker on the window in order for people going by to know that a Leffe coupon can be redeemed here.
QR and ” table ads” – Various marketing materials were placed at point of sale which encouraged users to download the application by scanning a QR code.
A wide movie advertising campaign is running these days in order to market the application.
Target Market: 20-35
