Spring break is in full force for America's college students, and Trojan has a new mobile app designed to turn awkward sex talks into a fun game.
Trojan and agency Meredith Xcelerated Marketing's new Show Me Yours app plays off the concept that made Cards Against Humanity a hit game (particularly within the ad industry). It's essentially an adult version of Apples to Apples, where fill-in-the-blank questions are meant to provoke foul and off-the-cuff answers.
Trojan's mobile version asks players to fill in blanks such as, "The parrot in the gynecologist's office keeps squawking __" and, "If the doctor was reading the X-ray correctly, the patient had swallowed __." People can choose their answer from a set of responses and play against their friends to earn rewards and points. As people play more games, they unlock new questions and games.
Of course, there's also an educational component. Trojan library—the brand's hub of sex-ed resources—ties into the app, which includes stats and tips on how to use the brand's products.
People can also shop and find coupons, which is meant to help folks who may be a bit shy about buying Trojan products in stores. "[E-commerce] is a relatively new space for them to start experimenting," said Howard Hunt, executive director of client services at MXM. "The nice thing about adding it to mobile is it allows people to shop in-store—the seconds spent staring at the product wall are the most important seconds in terms of driving sales."
Trojan also knows that millennials love GIFs, so it plans to crank out animated social content (see example to the right) that will be posted on Tumblr, Twitter and Facebook to launch the free app.
Branded apps are well-known for losing steam quickly after someone downloads one. But unlike its ill-fated predecessors, Trojan thinks this app can stand out because it's a piece of native advertising that millennials are more likely to play with.
"We really wanted to pivot our strategy a little bit, and the key to that was rather than create a direct dialogue, we wanted to connect people with each other using the power of humor and mobile," said Calum Handley, MXM's ecd. "What better way to do that than creating a native advertising vehicle in and of itself in a branded game?"