Mobile Gaming Strategies to Engage Hispanic and American Indian Young Mothers for Flu Vaccination Uptake

Transcription

1 Mobile Gaming Strategies to Engage Hispanic and American Indian Young Mothers for Flu Vaccination Uptake

2 Key Points Target audience Purpose of communications intervention Digital and gaming strategy Flight results Lessons learned

3 Target Audience Hispanic and AI/AN women years old, parents of young children Vaccination coverage for Hispanics (44.3%) was lower than that for non- Hispanic whites (47.4%) During the flu season vaccination coverage for AI/ANs was 48.0% Vaccination coverage for Hispanics and American Indian/Alaska Native adult populations was lower during the influenza season than the general population

4 Purpose To assist the CDC in campaign aimed at increasing awareness about the importance of continued flu vaccination Promote influenza immunization in a targeted and cost-effective manner, using mobile technology on two large mobile-accessible platforms: MocoSpace (mobile and game platform) Batanga Network (free subscription music player Spanish only)

5 Strategies Reinforce benefits of flu vaccination Promote a call-to-action to drive the target audiences to the cdc.gov/flu website Maximize the outreach impact by leveraging with donated and earned media

6 MOBILE PLATFORM STRATEGY

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8 Capabilities 35 million members in the US Exclusive gaming partner for Univision Mobile Targeting capabilities by: age, gender, ethnicity, location, demographic Potential American Indian/Alaska Native audience is 1,750,000 *The Top Grossing category is to indicate which apps have the highest total spent on them.

9 Mobile Game Timed-memory game Word match-related message after pairing words Concluding overall flu message once all matches are identified Call to action to visit cdc.gov/flu or

10 Mobile Game

11 Mobile Game

12 Mobile Game

13 Mobile Game

14 Mobile Banners Visually engaging mobile banners with flu vaccination facts Banners placed between game levels Geo-targeted by gender, age and ethnicity

15 Mobile Banner

16 Mobile Banner

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18 Capabilities Largest U.S. Hispanic-focused digital audience 26.3M US Hispanic free subscribers reached every month Average listening time is 43 minutes per session

19 Mobile Audio The :30 audio placement runs as a background image Audio continues to play* regardless of user x-ing out of banner Link to CDC :30 PSA in Spanish: Flu Vaccine for Big Kids Reference source: * Audio PSAs play in average every 4-6 songs

20 Media Buy Flights Three flights scheduled during the early and late flu season Back-to-school push

21 Media Outreach To complement the media buy local minority media outlets were engaged

22 Online Publishers for SME Interviews Key online publishers reaching English and Spanish-speaking audiences Subject matter experts conducted media interviews during National Influenza Vaccination Week

23 Evaluation Performance tracking on mobile game and audio banners: o CTR o Impressions o Clicks Internal proprietary tracking system for earned media and SMEs engagements: o Impressions o Media outlets o Estimated donated value

24 Media Buy Results MocoSpace Results 3,102,189 total impressions 89.36% of target audience starting playing the game 12.84% completed the game 2.8% clicked on the final call-toaction English and Spanish banners had high CTR 1.45%

25 Media Buy Results Batanga Results 577,499 total impressions 140,191 audio banner impressions Spanish banners CTR 0.52%

26 Media Outreach Results Hispanic audiences Eight placements 2,785,588 impressions $73,435 publicity value American Indian/Alaska Native audiences Two placements 1,237,366 impressions $6,200 publicity value

27 Lessons Learned Engaging Latina and AI/AN young women through mobile platforms is a cost/effective strategy Messaging must be adapted to the target audience Repetition is key through donated media strategy

28 J. Carlos Velazquez, MA President (202)

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