Client: Telecom New Zealand Limited
Project:International Rugby Sevens - mobile competition
Solution: RedPlay mobile platform
Launched: February 2003
Campaign Length: 2 days
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.
The International Rugby Sevens mobile competition was the first of three mobile games developed using the RedPlay mobile platform to support Telecom’s sponsorship of New Zealand rugby.
Objectives:
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Enhance Telecom's position as one of the major sponsors of the Sevens Tournament through a compelling and entertaining mobile game for the 67,000 people at the event
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Utilise half-time at the Sevens event as a marketing opportunity
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Use the International Rugby Sevens mobile competition as a lead-in to the approaching Super 12 rugby mobile campaign
Promotion of Campaign:
Promotion of the mobile competition was via a call to action on the big screen at the stadium
Strategy:
Run The Red and Telecom worked together to create a game that would easily engage players and feed off the carnival atmosphere that the Rugby Sevens tournament is famous for.
Messages from the big screen at the stadium directed Telecom rugby fans to send their name, aisle, row and seat number to a short code to enter to win a place in the "Telecom Lounge" (a purpose built side-line action lounge) for them and three of their friends.
They were then welcomed to the game, and alerted to the fact that they would be sent a multi choice trivia question to their 025 or 027 number at the start of every game. Opt-in and opt-out possibilities were also outlined to the players at this stage.
As well as the draw for the "Telecom Lounge", each rugby trivia question answered gave the player another chance in the main prize draw, which was a trip for two to the Singapore Sevens. As well as these principal prizes, over 500 spot prizes were given out during the day. Spot prize winners were alerted by text and prizes were instant, with the winners able to "trade" their winning text for their prize.
Results:
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The mobile competition attracted 55,000 text messages over the 2 day period
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Telecom’s brand was enhanced as a premium sponsor of New Zealand rugby
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The successful creation of an opt-in database of players that would be used to promote the approaching Telecom Rugby Super 12 and GameOn mobile campaigns
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