Client: Samsung
Agency: Hot Tin Roof
Project: BLACKCAP Txt Poll – What type of FAN are you?
Solution: RedDirect
Launched: December 2006
Campaign length: 3 Months
Background:
As the BLACKCAPS official technology partner, Samsung wanted to get behind the team this season by introducing a campaign targeted at New Zealand cricket fans around the country to find New Zealand’s most enthusiastic and devoted cricket fan.
As well as creating a national online poll, Samsung and their agency Hot Tin Roof wanted to involve people at live cricket matches to get involved in the campaign and therefore enlisted the help of Run The Red to provide the mobile component.
Objectives:
- Create a fun and interactive campaign for BLACKCAP fans to show their support.
- Enhance Samsung’s sponsorship of the game and encourage a positive brand association.
Promotion of Campaign:
Advertised on the big screen at cricket matches in Auckland, Canterbury, Central Districts, Northern Districts, Otago and Wellington.
Strategy:
The strategy was to create an easy campaign for people to get involved with while they were at the cricket match. Run The Red worked closely with Hot Tin Roof to create the txt poll, where people could txt in what kind of fan they were from the four available options:
- Purist Fan: Purists are traditional, die-hard fans who are obsessed by cricket.
- Spinner Fan: Unlike the purists, their knowledge of the game can vary but they’re strong on the important matters, such as how to get the best possy on the terraces and how to put the opposition outfielders off their game.
- Sideline Fan: Often known as the Lounge fan, these followers prefer watching the action at home from the comfort of their lounge.
- Swinging Fan: The swinging fan tends to be a sports fanatic. Though the swinger enjoys his cricket other outdoor activities can impact on their commitment to the game.
- Non-Fan: The non fans would like to think they don’t have a connection to cricket, but they do. Often abandoned by their partners when a cricket match is on, they are left to ponder the attraction of this complex game.
How it Worked:
Cricket viewers were requested to txt what kind of fan they were (i.e. purist, spinner, sideline, swinging or non-fan) plus their name (E.g. PURIST James Smith) through to the short-code to enter into the prize draw to win a Samsung Digimax i6 worth $499.
At the end of each match winners were randomly selected from the Run The Red system and the winners notified by mobile to collect their prizes.
Results:
- During the 9 cricket matches that this campaign was advertised over 3,000 users participated in this txt competition. With over 5,200 messages coming through the system!
- The campaign highlighted Samsungs sponsorship of the cricket and provided cricket viewers with an outlet for their support.
- So….What type of FAN are you? According to the results of this Samsung txt campaign most people who entered the campaign were of course Purists!
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