Client: Telecom New Zealand Limited
Agency: TOUCH/CAST
Project: RPS027: World’s largest game of Rock, Paper, Scissors
Solution: RedPlay mobile platform
Launched: February 2005
Campaign length: 23 days (11 days sign up, 12 playing days)
Campaign Website: www.rps027.co.nz
Background:
Telecom, New Zealand's largest telecommunications provider, wanted to reward its loyal 027 mobile customers and drive further awareness by providing a fun mobile game with great prizes.
Telecom and experiential marketing (XM) agency partners TOUCH/CAST selected Run The Red to develop a mobile game incorporating text application, web & WAP sites.
Objectives:
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Enhance the Telecom Mobile brand through a fun and compelling SMS game
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Raise awareness that Telecom offers real value-added activity to 027 customers
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70,000 registered players
Promotion of Campaign:
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Televison
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Online
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Print
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Viral
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Radio
Strategy:
Provide a fully integrated event (involving a game, website, WAP site, traditional advertising and TV programming content) aimed at the ‘youth’ market.
How it Worked :
The campaign was initially teased to the market via the use of blogs, youth web forums and street activity.
Players had 11 days to register either via text or online before game play started.
The game began with The Machine sending a text inviting registrants to make their play. Participants were required to key in R for rock, P for paper or S for scissors and text it to the dedicated short code.
The Machine then texted the play it chose and 'told' players whether they had won, lost or drawn. The same two choices resulted in a drawn round.
Each round was 'best of three'. Players who won or drew made it to the next round. Rounds continued until there were eight remaining players.
Players had a set time in which to make their play. If players didn't play within this time, or if the round was lost, they were knocked out. However, players could still play for the weekly prize pools and were in contention for the Wildcard prize.
The last eight players fought it out in an hour-long TV spectacular to find the last one standing. This person then took on The Machine in the 'final confrontation'.
Results:
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85,000+ registered daily players
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A New Zealand record for the largest SMS campaign with over 2,000,000 text messages received
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Over 9,000 detailed online player profiles
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Telecom’s 027 mobile network was successfully promoted as the premier brand of Telecom Mobile
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The world's largest game of Rock, Paper, Scissors, endorsed by the World RPS society
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A satisfied client: “RPS027 was a massive success for Telecom Mobile. Not only in terms of the scale of the game and the fact that it has become the biggest txt game in New Zealand, but it was great fun for our loyal customers" Kevin Bowler, Telecom Mobile Head of Marketing.
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