Txt4tips

Client: Racing Ink / TAB

Project: Txt 4 Tips, SMS betting service

Solution: RedDirect

Campaign Length: Ongoing

Racing Ink is one of New Zealand's leading betting information services. The company holds key print media contracts for the distribution of racing content throughout the country. The T.A.B. is New Zealand's biggest betting agency, provides marketing for this joint venture.

The Objectives:

Racing Ink wished to develop a mobile solution that enhanced its existing print and 0900 telephone racing tips service
To cement the working partnership between Racing Ink (content provider) and Run The Red (technology provider)
To provide simple, up to date and direct tips / information to existing and potential clients
To secure effective marketing strategy for the service
To extend the service off-shore
To extend the service to include other sporting events

The Results:

Successful development of business plan, campaign and hosting programme for on-going, target specific client
Custom built Run The Red software trialed and successful.
Successful partnership between content provider (Racing Ink) and technology provider (RTR) established
SMS solution means punters can receive immediate and up-to-date trackside information.
Public presence ensured by huge marketing vehicle (T.A.B.) being brought into the project
Ongoing development of partnership into extend in to overseas market
Ongoing development of partnership to extend into other sporting events

The Strategy:

Txt4Tips is a service created to improve the information to New Zealand's betting public. Developed with software built by Run The Red, it is an easily accessible, affordable and instant service. Run The Red also hosts the weekly text service and maintains the on-going web presence.

The service consists of two separate functions - "pull" SMS that gives basic track information and a pick for the race, and "push" SMS that is a subscription service providing more specialised information. By texting the meeting number and race number to 8477 (TIPS) the punter receives Racing Ink's pick for that race and track information. All race numbers and meeting numbers are universalised with those of the existing NZ betting code system, JetBet. The "pull" service also has a number of subsidiary functions. Texting "next" to the 8477 allows you to access the same information for the coming race without re-entering the details, while "info" to 8477 provides general information on an upcoming meeting.
" Push" services are an extension of the standard tip service and are available by registering on-line at the Txt4Tips website. This service works on a channel-by-channel basis and it is possible to conduct a race-by-race activation and de-activation, via your mobile.

Promotion of Campaign:

Nationwide television campaign through T.A.B.
Nationwide print campaign through T.A.B. - newspapers, street advertising, and presence in New Zealand's racing "bible" the Racing Book.
Nationwide in-store presence in T.A.B. outlets.
General promotion, and link to Txt4Tips website on the T.A.B. website.

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