PROFILE:
The client is a communication network, deploying the nation’s most
advanced fiber-optic network to deliver the benefits of converged
communications, information and entertainment services to customers.
MARKETING OBJECTIVES:
Increase number of preferred emails
Create brand momentum for immediate revenue contribution
and long-term sustainable growth
Leverage client’s sponsorship relationships
Increase product involvement
MARKETING INITIATIVE:
The 50th GRAMMYs Evolution of Music promotion was open to all
consumers and marketed through various channels that included:
Customer eblast
Mention ad in eblast for client newsletter
Multiple banner ads on client and partner sites
Seven sweepstakes Web sites
Promotion utilized three ways to participate, including a daily
Instant Win Game, Sweepstakes and Contest
Five daily winners in the Instant Win Game each won a
$10 Best Buy gift card
Sweepstakes entries were based on points earned for participating
in promotion activities throughout a set time period
The more points the players earned, the more entries they
received for a chance to win the grand prize trip for two to
the 50th Annual GRAMMYs
The sweepstakes winner was randomly chosen from all
of the entries
The Contest allowed players to collect points throughout the
promotion for a variety of activities on the site
The player with the most points at the end of the promotion
received the Contest grand prize of $1,000
Site activities included a Tell A Friend feature, Shout Outs to
GRAMMY artists and submitting ballots for nominated artists
RESULTS:
Average number of visits to the site was 16 per registrant
Over 40% of players opted in to receive future communication
from the client
Over 80% of registered users played the Instant Win Game
The average number of Instant Win plays was 11.5 per visitor
Over 1/3 of respondents indicated they would recommend this
promotion and the client’s services to friends or colleagues
