Client: Telecom New Zealand Limited
Agency: Saatchi & Saatchi
Project: Game On – All Blacks Text Rugby
Solution: RedPlay mobile platform
Launched: July 2003
Campaign Length : 114 days
Campaign Website: www.gameon.co.nz
Background
Telecom is New Zealand's largest telecommunications provider and a substantial sponsor of NZ rugby. Telecom’s rugby sponsorship supports all levels of the game from its grass roots through to the professional levels.
Following from the success of the America’s Cup Text Challenge, Run The Red was again engaged by Telecom to provide its mobile customers with a series of entertaining and challenging multiplayer mobile campaigns based around New Zealanders’ love for rugby.
The RedPlay mobile platform was used for 3 separate rugby-themed campaigns. First was the World Rugby Sevens, followed by the international Super 12 and finally Game On – The All Blacks Text Rugby Game, in conjunction with the Rugby World Cup.
Objectives:
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To promote new services provided on Telecom Mobile's O27 network
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Continue to use text-driven campaigns to attract, engage and retain Telecom customers
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To leverage Telecom's substantial sponsorship
of NZ rugby
Promotion of Campaign:
Strategy:
Create a new style of mobile game and further develop the link between Telecom, rugby fans and the game of rugby itself by providing customers with a genuine interactive rugby experience on their handset.
How it Worked
Players registered by texting to a dedicated Game On short code. The user was then given a unique player name (a past or present All Black great). ‘Game Play’ involved the player being sent a scenario that described a passage of play. The player could Run, Kick or Pass the ball, and accordingly texted back R, K or P.
Players could also take the option of playing the ball, banking their points or going for double or nothing via a trivia question. Each point earned gave the player a chance to win prizes in the daily, weekly and Grand prize draws.
‘Stake Your Points' allowed players to bet points they had earned in ‘Game Play' on the outcome of a domestic or international rugby match nominated by the system.
‘Recruit For Team' was introduced to fully explore the viral nature of the text medium. It involved a registered user texting in the Telecom Mobile number of a friend, in order to sign them up for Game On. If their recruitment was successful they received bonus points.
Two additional stages of Game On were added. ‘Who Am I', where players were texted the first clue to the identity of an All Black great; and ‘Challenge For Points', allowing players to challenge friends, other Game On players and the system.
Results:
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12,500 registered users engaged with the game on a daily basis
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Over 650,000 text messages were generated
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Telecom’s 027 mobile network successfully promoted to text-friendly, active and progressive mobile customers already on the older 025 Telecom network
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Telecom brand visibly promoted as an active and committed sponsor and supporter of New Zealand sporting events
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