MEC joins forces with digital campaign agency Social Ally for tech-led Tim Tam consumer poll

MEC has joined forces with digital campaign agency Social Ally to employ real-time technology as part of Arnott’s launch campaign for new product variant Tim Tam Chocolicious Bites.

The focal point of the campaign is an interactive consumer poll asking respondents to decide whether Tim Tam Chocolicious Bites are chocolates or biscuits – for the chance to win a year’s supply of Tim Tam.

The poll uses Social Ally’s real-time technology, allowing consumers to vote in real time within ad units and instantly collating and displaying the results through a single back-end poll.

Consumers can vote through pre-rolls (the TVC continues to play as users cast a vote), within display units, through bespoke Facebook mobile ad units or Tim Tam’s Facebook page. The results of each vote are displayed instantly, across all formats.

Says Rebecca Twist, client & communications director at MEC: “Real-time communications is the very essence of what we do at MEC and Social Ally’s technology was the perfect solution for amplifying the idea to deliver meaningful engagement and social interaction to our fans. The technology allowed us to link all the ad units into a single experience, turning the digital marketing into a cohesive digitally led campaign that taps into the social nature of the web and audience.”

Adds Social Ally co-founder and director Dan Ferguson: “As far as we are aware, this is the first time anyone in Australia has applied real-time technology in this way through multiple ad units creating a unified, multiuser experience. People want to feel like they’re part of a bigger conversation, they want the instant gratification of being able to see others participate as it happens. The real-time poll brings the chocolate-or-biscuit question to life and makes it a shared experience among consumers. We know that shared experiences are more compelling, and that as a result people are more likely to walk away with the brand front of mind.”

Voting kicked off today and ends on 15 December. DDB conceived the creative idea for the campaign.