Client: SPARC
Agency: Young & Rubicam Advertising
Project: Push Management Campaign
Solution: RedDirect
Launched: Commonwealth Games - March 2006
Campaign length: 23 days
Campaign website: http://cwgupdates.sparc.org.nz
Background:
SPARC is the Crown Entity responsible for sport and recreation in New Zealand. It was first established on 1st January 2003 with the aim of supporting elite athletes as well as getting out into local communities and encouraging people to get active, live healthy lifestyles and be proud of our nations sporting achievements.
Objectives:
Create a mobile campaign aimed at keeping the New Zealand public informed of when New Zealand athletes were competing at the Commonwealth Games and the results from the day via text or e-mail alerts. -
Providing another marketing channel in which to get users to support New Zealand athletes in the Commonwealth Games
Promotion of Campaign:
Strategy:
Run The Red worked closely with SPARC and Young & Rubicam to implement RedDirect for the Push Management Campaign. The campaign was supported with the use of television, online and print advertisement which created general public awareness for the campaign.
How it Worked:
The Push Management Campaign worked by getting people to register either by texting their e-mail address through to the campaigns short code, or applying online at the SPARC website.
Once people had registered via text message they were then sent an e-mail confirmation which contained the link to the SPARC registration page.
During registration users were asked to select whether they wanted a text or an e-mail reminder regarding when the race or game would be screened on television. RedDirect would then send reminders to the user half an hour before the event. RedDirect also enabled the users to stop receiving reminders at any time through the campaign by texting "STOP" to the short code.
Throughout the campaign RedDirect compiled all this information into an easy to use database which was sent to SPARC for their records.
Results:
"The SPARC Commonwealth Games Text Alert Campaign worked really well for our clients, particularly as it ran smoothly and there were no hick-ups over the duration of the campaign. We also enjoyed working with Run The Red for this campaign, as we found them to be a hardworking, dedicated and enthusiastic team who always delivered what was promised. Therefore we would definitely work with them again".
- Jason Wells, Senior Account Manager, Young & Rubicam |
