Client: Tuaman / SKY TV
Project: David Tua mobile marketing
Solution: RedDirect
Campaign Length: 60 days
David Tua (Tuaman) is New Zealand's number 1 contender for the Heavyweight Champion of the World boxing title.
Sky TV is New Zealand's largest user-pays television service.
The Objectives:
To optimise support for the Tuaman's fight to earn a shot at the World Heavyweight Champion of the World title.
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Further identify the specifics of the Tuaman's dedicated fans.
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Future campaigns.
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To further cement Sky TV's position as key sport broadcaster.
The Results:
Populated support for the Tuaman's fight
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Record of entrants to the competition provided a sound database to work off for future promotions
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Increased traffic to the Tuaman web site
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Fan club members responded positively to the SMS medium, showing interest in further messaging for updates, coming fights etc
The Strategy:
Entrants to the first official Tuaman text campaign were required to text the answer to a multi choice question to the number 882 (TUA). If the answer was correct, they would then receive a unique code that would register their entry to the main prize draw and potentially win them an instant prize. The official Tuaman web site was included in the response text, and contestants were invited to visit the site to enter their unique code, and discover whether they had won an instant prize. If they had, they were then asked for their contact details, and the prize was mailed to them. The more times you entered, the more chances you had of winning. This campaign was available on both Telecom and Vodafone networks.
Promotion of the Campaign:
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Advertising on SkyTV network
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Poster campaign in bars, nationwide
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Signage on Tuaman's jacket and ring corner jacket on fight night
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Promotion of competition on official Tuaman web site.
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